Since 1968, Hot Wheels® has evolved from a beloved toy brand into a global powerhouse. With this Brand Purpose campaign, we set out to push the brand even further—leveraging the Mattel Playbook to educate parents and gift givers on the child development benefits of playing with Hot Wheels tracks and playsets.

This campaign was built on a powerful emotional connection with parents, inspiring them to see Hot Wheels as more than just cars—it’s a tool for teaching resilience, problem-solving, and fearless creativity. The hero video captured this spirit, blending aspirational storytelling with the brand’s signature daredevil attitude.

Expanding on this narrative, I developed a full suite of merchandising, web, and mobile assets that carried the "Try. Fail. Repeat. Grow." messaging across multiple touchpoints. From bold graphics and dynamic color schemes to engaging paid social ads, every piece reinforced the idea that growth comes from perseverance.

The result? A cohesive, visually compelling campaign that not only celebrated Hot Wheels’ legacy of pushing limits but also inspired parents and kids alike to embrace challenges head-on.