1st Cars Sold 1968
Elliot Handler, co-founder of Mattel, decided to produce a line of die-cast toy cars for boys. His idea was to capture a portion of the huge market for small car models dominated at that time by the British company Lesney with their Matchbox cars. Although his executives thought it was a bad idea, the cars were a big success. There were sixteen castings released in 1968, eleven of them designed by Harry Bentley Bradley, with the first one produced being a dark blue Custom Camaro. Although Bradley was from the car industry, he hadn’t designed the full-functioning versions of the real cars, except the Dodge Deora concept car, which had been built by Mike and Larry Alexander. Another of his notable designs was the Custom Fleetside, which was based on his own heavily-customized ‘64 El Camino.
Cars released in 1968
* Beatnik Bandit (designed by Ed Roth)
* Custom Barracuda
* Custom Camaro
* Custom Corvette
* Custom Cougar
* Custom Eldorado
* Custom Firebird
* Custom Fleetside
* Custom Mustang
* Custom T-Bird
* Custom Volkswagen (designed by Ira Gilford)
* Deora
* Ford J-Car
* Hot Heap
* Python (designed by Dean Jeffries, based on Bill Cushenberry’s “Cheetah” show car)
* Silhouette
All of the cars featured Spectraflame paint, delrin bearings, redline wheels, and working suspension. Spectraflame paint was a transparent, “candy” color paint that looked like a dazzlingly bright custom paint job when viewed over polished metal. Because Hot Pink was considered a “girls color”, it wasn’t used very much on Hot Wheels cars. For most castings, it is the hardest color to find, and today can command prices ten times as high as more common colors.
In order for the cars to go fast on the plastic track, Mattel chose a cheap, durable, low-friction plastic called Delrin to use as a bushing between the axle and wheel. The result was cars that could go up to [scale] 200mph at 1:64 scale. The bushings were phased out in 1970. The early years of Hot Wheels are known as the Redline Era as until 1977 the wheels had a red line etched around the tire rim.
The “Torsion Bar” suspension was simple, but flawed. Inside the car, the axles followed a “C”-like shape that was connected to the chassis. When pushed down, the axles would bend like a real car. However the axles were hard to install on the chassis while being assembled and would become detached from the lugs on the baseplate if very hard pressure was applied. The suspension was redesigned in 1970. Packaged along with the cars were metal badges showing an image of the car so fellow collectors could identify each other and compare collections.
It was the combination of all of these ingredients — speed via the low-friction wheel/axle assembly and racing tires, looks due to Spectraflame paint and mag wheels, plus the inclusion of very American themes such as hot-rod designs based on true American prototypes not seen in great numbers in the competition’s product lines — that laid the groundwork for the incredible success story Hot Wheels were to become.
As it turned out, the Hot Wheels brand was a staggering success. (This accomplishment must be put in its historical perspective: Basically, the series “re-wrote the book” for small die-cast car models from 1968 onwards, forcing the competition at Matchbox and elsewhere to completely rethink their concepts, and to scamper to try to recover lost ground.) Harry Bentley Bradley didn’t think that would be the case and had quit Mattel to go back to the car industry. When the company asked him back, he recommended a good friend, Ira Gilford. Gilford, who had just left Chrysler, quickly accepted the job of designing the next Hot Wheels models. Some of Hot Wheels’ greatest cars, such as the Twin Mill and Splittin’ Image, came from Ira Gilford’s drawing board.
The success of the 1968 line was solidified and consolidated with the 1969 releases, with which Hot Wheels effectively established itself as the most important brand of small toy car models in the USA.
Cars released in 1969
* Brabham Repco F1
* Chaparral 2G
* Classic ‘31 Ford Woody
* Classic ‘32 Ford Vicky
* Classic ‘36 Ford Coupe
* Classic ‘57 Bird
* Custom Charger
* Custom AMX
* Custom Continental
* Custom Police Cruiser
* Ford MK IV
* Indy Eagle
* Lola GT70
* Lotus Turbine
* Maserati Mistral
* McLaren M6A
* Mercedes-Benz 280SL
* Rolls-Royce
* Shelby Turbine
* Splittin’ Image
* Torero
* Turbofire
* Twin Mill
* Volkswagen Beach Bomb
* Buzz Off
The Splittin’ Image, Torero, Turbofire, and Twin Mill were part of the “Show & Go” series and are the very first original in-house designs by Hot Wheels.
The Buzz Off car was the first car to have a lift off engine deck lid, or a substitute for an internal combustion engine.
The initial prototypes of the Beach Bomb were faithful to a real VW Bus’s shape, and had two surfboards sticking out the back window. During the fledgling Hot Wheels era, Mattel wanted to make sure that each of the cars could be used with any of the play sets and stunt track sets. Unfortunately, testing showed that this early version (now known as Rear-Loader Beach Bomb, or RLBB) was too narrow to roll effectively on Hot Wheels track or be powered by the Super Charger, and was too top-heavy to negotiate high-speed corners.
Hot Wheels Designers Howard Rees and Larry Wood modified the casting, extending the side fenders to accommodate the track width, as well as providing a new place on the vehicle to store each of the plastic surfboards. The roof was also cut away and replaced by a full-length sunroof, to lower the center of gravity. Nicknamed “Side-loader” by collectors, this was the production version of the Beach Bomb.
The Rear-Loader Beach Bomb is widely considered the Holy Grail of any Hot Wheels collection. An unknown number were made as test subjects and given to Mattel employees, and today there are only about 25 known to exist. A regular production Beach Bomb may be worth up to $600, depending on condition. Market prices on RLBBs however, have easily reached the five-figure plateau. Within the last decade, one of two existing hot pink RLBBs sold for reportedly above $70,000 to a well-respected and widely known Hot Wheels collector. The Hot Wheels Collectors Club released a new, updated version of the rear loading Beach Bomb in 2002 as a limited edition.
1970s
1970 was another great year for Hot Wheels. This was also the year that Sizzlers appeared. Howard Rees, who worked with Ira Gilford, was tired of designing cars. He wanted to work on the Major Matt Mason action figure toy line-up. Rees had a good friend by the name of Larry Wood. They had worked together at Ford designing cars. When Wood found out about Hot Wheels at a party Rees was holding, Rees offered Wood the job of designing Hot Wheels. Wood agreed, and by the end of the week, Larry Wood was working at Mattel. His first design would be the Tri-Baby. After 36 years, Larry still works for Hot Wheels.
Another designer, Paul Tam, joined Larry and Ira. Paul’s first design for Hot Wheels was the Whip Creamer. Tam continued to work for Mattel until 1973. Among the many futuristic designs Tam thought up for Hot Wheels, some of the collector’s favorites include Evil Weevil (a Volkswagen with two engines), Open Fire (an AMC Gremlin with six wheels), Six Shooter (another six wheeled car), and the rare Double Header (co-designed with Larry Wood).
1972 and 1973 marked a slump for Hot Wheels; few new castings were produced, and in 1973 most cars changed from Mattel’s in house “Spectraflameâ„¢” colors to less-shiny solid enamel colors, which mainline Hot Wheels cars still use today. Due to low sales, and the fact that many of the castings weren’t re-used in later years, the 1972-3 models are known to be very collectible.
In 1974, Hot Wheels began using the slogan “Flying Colors”, and added flashy decals and tampo-printed paint designs, which helped revitalize sales. As with the low-friction wheels in 1968, this innovation was revolutionary in the industry, and — although far less effective in terms of sales impact than in 1968 — was copied by the competition, who did not want to be outmaneuvered again by Mattel product strategists.
In 1977, the Redline Wheel was phased out, with the red lines being erased from the wheels. This cut costs, but also reflected that the red lines popularized during the era of muscle cars and Polyglas tires were no longer current.
What happened in the 1980s for Hot Wheels sent them in the path of what they are today. In 1981, Hot Ones wheels were introduced, which had gold-painted hubs and thinner axles for speed. Ultra Hots wheels, which looked like the wheels found on a Renault Fuego or a Mazda 626, were introduced in 1984 and had other speed improvements. Hot Wheels started offering models based off of 80’s economy cars, like the Pontiac Fiero or Dodge Omni 024. In 1983, A new style of wheel called Real Riders were introduced, which had real rubber tires. Despite the fact that they were very popular, the Real Riders line was short-lived, because of high production costs. In the late 80s, the Blue Card was introduced, which would become the basis of Hot Wheels cars still used today.
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Hot Wheels Collectors
Through the years, Hot Wheels cars have been collected mostly by children, but in the last ten years there has been an increase in the number of adult collectors. Mattel estimates that 41 million children grew up playing with the toys, the average collector has over 1,550 cars, and children between the ages of 5 and 15 have an average of 41 cars. Most believe the collecting craze started with the Treasure Hunts in 1995. Mike Strauss has been widely hailed as the father of Hot Wheels collecting; he has organized two collectors’ events each year in some form since 1986. The first event was the Annual Hot Wheels Collectors Convention, normally held each year in the fall. The convention occurred in various locations around the country until 2001, when the first Annual Hot Wheels Collectors Nationals was put together. Since then, the Conventions are held each year in southern California. The Hot Wheels Collectors Nationals rotate among cities outside of California during the spring. Mike has also published the quarterly Hot Wheels Newsletter since 1986 and was one of the first to unite collectors all over the world. Mike also writes the Tomart’s Guide To Hot Wheels, a book listing history, car descriptions and values. It is used by almost every collector to learn more about the hobby and their collection.
In 2001, Mattel saw how much collecting was affecting their sales and put together www.hotwheelscollectors.com as an online way to unite collectors by offering limited edition cars, information about upcoming releases and events, as well as chat and trade boards. Each year, they sell memberships to the Redline Club, which gives members the opportunity to order additional limited edition cars, as well as access to areas of the site with information such as sneak previews of new cars.
There are hundreds, probably thousands, of web pages dedicated to Hot Wheels collecting. People are collecting everything from only new castings to only Redlines and everything in between. Most collectors have a love for cars, and since none of us can afford all of the old cars (and even if we could, we wouldn’t have enough space to store them), Hot Wheels fill that void. For the most part it is a relatively inexpensive hobby, when compared with coin collecting, stamp collecting or Barbie collecting, with mainline cars costing about $1 (USD). The price hasn’t changed much in almost 40 years.
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Hot Wheels Classics
The Hot Wheels Classics line was an immediate hit with enthusiasts everywhere, particularly collectors who had observed the decline in standards that accompanied forty years of keeping the cars at one dollar. Series 1 from 2005 consisted of 25 models, each with all-metal body and chassis, decked out with Spectraflame paint, in packages similar to those used from 1968-1972. Each car had a retail price of about three dollars (USD). Each of the 25 cars were released with 7 or 8 different colors. There were also track sets in similarly-retro packaging, and 1:18 scale Hot Wheels Classics. The Classics version of the Purple Passion was released with Real Riders tires at the San Diego Comic Con. Mattel also produced a Classics Olds 442 in Spectraflame blue for the 2005 Toy Fair. In 2006, Series 2 consisted of 30 models including the ‘67 Camaro Convertible and Mustang Mach 1.
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Notable models
VW Drag Bus
The VW Drag Bus was first offered as a 1996 First Edition, and is the heaviest Hot Wheels model made to date. It has a flip up body, big engine, and is extremely popular with collectors. Speculation was that because of its higher cost and huge popularity, Mattel moved the VW Drag Bus from regular production to a limited edition only product.
Go Kart
The lightest Hot Wheels casting to date. Its only plastic parts are the wheels and seat. It was introduced in 1998.
Rear-loading Volkswagen Beach Bomb
The rear-loading Volkswagen Beach Bomb had 2 surfboards sticking out of the back window. The casting proved to be too thin to run through the Supercharger and was subsequently redesigned with the surf boards moved to the side. An unknown number of the cars were made as test subjects and given to Mattel employees. Currently, there are only about 25 known to exist and is widely considered to be the holy grail of Hot Wheels collecting.
`55 Chevy Panel
Introduced in 2006 as a First Edition, the `55 Chevy Panel was one of the year’s heaviest models along with the VW Karmann Ghia. It has a metal body and base. The panel also has a rear hatch that opens to reveal a motorcycle that can slide out. Due to the model’s significant weight and cost, the `55 Chevy Panel is not expected to return to the mainline after 2006.
Mars Pathfinder/Sojourner
In June 1997, Mattel released a Hot Wheels toy vehicle based on the Mars Pathfinder and Mars Sojourner rover, in cooperation with NASA’s Jet Propulsion Laboratory.
Special Wheels
Screamin’ Wheels
Screamin’ Wheels had treads on them, making them screech as they rolled down the track. They were only offered on 3 models sold with the starter set and the 2 models included in the “Serpent Cyclone” track. They were sold in very small numbers, making collectors snatch these up for high prices. They appeared once again in 2005, only on Escort Rally for a short amount of time in the Hot Wheels Racing Series.
Lime Hub Wheels
The Lime Hub wheels were offered with black plastic tires and a lime wheel. There were only a couple of models, and were sold in small numbers, making them very collectible.
Real Rider Wheels
These were plastic wheels with real rubber tires. While sales were strong, Hot Wheels cut the line after only three years, because they were too expensive to make. They have appeared only on limited edition cars and special series, such as Treasure Hunts, since then.
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Sources:
Hot Wheels, A collectors guide — Bob Parker, 2001
Mike and Diane Strauss — “The Hot Wheels Newsletter” — Feb. 2006
Leffingwell, Randy (2003). Hot Wheels: 35 Years of Speed, Power, Performance, and Attitude. Motorbooks International. ISBN 0-7603-1573-6
Strauss, Michael (2002). Tomart’s Price Guide to Hot Wheels, Updated 5th Edition. Tomart Publications. ISBN 0-914293-52-4
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Introduction:
Hot Wheels cars from Mattel were first introduced in 1968, Mattel releasing their first line of sixteen models of fantasy custom cars with names like Python, Custom Cougar, and Hot Heap. The lowered front ends and raised rear wheels was “California Custom”, and in the case of the 1969 Corvette, this was the first real look for the public for the real McCoy. Sales were excellent.
By 1969, with sales 10 times higher than anticipated, Mattel expanded its model line to 40. The next year, 1970, saw 33 new cars, and 35 in 1971. This was also the last year that Hot Wheels were made in U.S.A., and the first year that Mattel used the Hot Wheels name as promotions at drag strips.
1972 was slow year, as the cars did not sell as well, so only seven new models appeared.
1973 is significant for the release of some of the hardest models to find, including the Mongoose and the Snake, with only 3 new castings this year. Mattel had lowered its manufacturing standards, resulting models that were discontinued after one year, with the result that some collectors specialize in the 1973 models only.
1974 saw seven new casts and 8 embellished castings. This was the first year that all models were enameled. Mattel first used tampo-printed ink graphics, instead of decals or stickers.
In 1975, the first motorcycles were produced in the history of Hot Wheels, but they were not produced again until 1997 with the introduction of the Scorchin’ Scooter. 23 models were introduced, and Mattel continued issuing models in alternate colors.
In 1976, Super Chromes appeared, a line of 18 chrome models. The next year, 69 vehicles appeared with 12 new castings and changes on 10 earlier issued models. To reduce costs, Mattel began to phase out the “redlines”, considered to be like a Mattel logo, despite the protests of company designers.
In 1978, 12 new models were issued, with all models having basic black tires.
1979 had eighteen new issues and twelve models in new colors.
1980 saw the appearance of the Hi-Rakers, on which the rear axles were attached to a separate hinged base that could be raised or lowered to increase the rake of the vehicle. Workhorses also appeared.
In 1981, with the release of 12 new models, Mattel claimed that their “Hot Ones” were the “Fastest Non-Powered Die-Cast Metal Cars.” A collectors handbook was issued that year.
1982 McDonald’s distributing Hot Wheels as a promotion, and Mattel moved the production plant from Hong Kong to Malaysia. There were 23 new releases out of the total 51 models.
1983, on the 15th anniversary, “Real Riders” cars appeared with rubber-like tires, and proved to be very popular. Production began in Mexico for the U.S. market and in France for the European market.
In 1984, “Ultra Hots” were introduced as the fastest Hot Wheels ever made. Two models were never sold in the U.S. — the Datsun 200SX in maroon and the Pontiac J-2000 in green.
In 1985, Army and Indy-style cars appeared, and was the year of a Kellogg’s cereal promotion.
In 1986, The Speed Demon and Flip-Out series were introduced, lines of fantasy vehicles.
In 1987, a price guide was released, and the first collector’s convention was held in Toledo, Ohio.
In 1988, gold and silver chrome cars were produced to celebrate the 20th Anniversary. The next year, Mattel introduced Park-N-Plates, small plastic see-through boxes with colored see-through lids that displayed the vehicles’ names. These were for special cars in their plastic “garages”.
In 1990, a model came out based on the Simpsons cartoon. The first aircraft (helicopter) appeared, and there was Hot Wheels Cereal. It was the year the Purple Passion model could not be located for 9 months on toy store shelves.
1991 was the last year for Park-N-Plates, the 1 billionth Hot Wheels vehicle was produced and McDonald’s Happy Meal offered a plastic Hot Wheels casting.
In 1992, the Pro Circuit, Gleam Team, and Tattoo Machines were introduced.
In 1993, popular models were re-issued to commemorate the 25th anniversary.
In 1994, the only new series was the Vintage collection.
1995 saw the Treasure Hunt Cars, limited to 10,000 each, the most desirable model being the white 1967 Camaro.
In 1996, cars were issued from China.
In 1997, Mattel sponsored Kyle Petty in the NASCAR Winston Cup.
1998 saw 40 new castings for the 30th Anniversary, and the achievement of the 2 billionth Hot Wheels car.
In 1999, Mattel bought a software manufacturer, and its stock price crashed.
In 2000, Mattel introduced the 36 “First Editions”. A new wheel type appeared, brought over from the Matchbox line.
In 2003, for the 35th anniversary, Mattel teamed up with Columbia Pictures to create a Hot Wheels movie.
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