Hot Wheels and Giantx announced this Wednesday the renewal of their partnership for a sixth consecutive year. The iconic Mattel brand is now extending its presence to the LEC team.
Initiated in 2021 by Giants, the collaboration between the two entities has progressively grown into a global partnership. Hot Wheels and Giantx now plan to roll out new joint activations, with a particular focus on Rocket League, a historical pillar of their alliance, as well as appearances at events and live experiences.
"This sixth collaboration reflects how we have grown together year after year,"
says Céline Ricaud, Head of Marketing at Mattel Iberia.
She emphasises the brand's ambition to expand its universe beyond traditional play and reach new audiences through esports.
For his part, José Ramón Díaz, CEO of Giantx, praises "a strong relationship built over the years" and a shared vision of gaming and new generations. This renewal, he adds, consolidates a common trajectory and paves the way for new milestones on Europe's biggest competitive stage.
Hot Wheels by the numbers
A flagship brand of the Mattel group, Hot Wheels is one of the pillars of the American toy giant. The miniature car brand generated 1.58 billion dollars in gross sales in 2024.
Since its debut, more than 6 billion Hot Wheels have been produced, and more than 16 cars are sold every second around the world, making the brand one of the best-selling toys on the planet.
