Mattel's Hot Wheels reveals strategy behind B-Hype brand collab in Dubai

Campaign ME

2 days ago

Toy manufacturer Mattel's Hot Wheels, which is one of the world's best-selling toys and a globally recognised brand, has revealed details of the strategy behind its brand collaboration with Dubai-based streetwear brand B-Hype. The brands collaborated to create a collection, which aims to connect with a new generation of fans through fashion, storytelling and locally resonant experiences.
The collaboration was launched through an event at the B-Hype flagship store in Dubai Mall, attended by local influencers and organically amplified across B-Hype's social channels. The broader conversation was driven organically through the community, fueled by audience excitement and built on cultural relevance.
The corresponding campaign to showcase the collaboration and the collection was developed jointly by internal teams at Mattel and B-Hype, with creative direction and execution managed in close alignment. The brands also partnered with a local production house to support the Dubai launch, ensuring the experience stayed true to both brands' identity and audience.
'The intention was to localise this approach and collaborate with a brand that already holds cultural capital and community trust in the Middle East.'
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In conversation with Campaign Middle East, Ruth Henriquez, Head of Licensing, Publishing, and LBE – Mattel EMEA, said, 'Mattel is a global powerhouse of brands, from Barbie, Hot Wheels, and UNO to a wide portfolio of other leading IPs. Today, these brands are no longer seen solely as toy lines. The mission at Mattel is simple, every brand should evolve into a full-fledged franchise that extends across fashion, entertainment, gaming, digital collectibles and lifestyle experiences.'
Henriquez added, 'This collaboration with B-Hype reflects that mission. Hot Wheels is not just a childhood favourite; it's a brand that continues to connect with adult fans and creative communities around the world. By partnering such a style-led local brand in the Middle East, we've created a new way for fans to express that connection and for Hot Wheels to show up in a way that's culturally relevant.'
The timing couldn't be more relevant. The fashion and luxury market in the Middle East is booming, with the UAE's apparel sector projected to grow at a compound annual growth rate (CAGR) of 5 per cent between 2024 and 2030. As the region becomes a global hub for culture-led fashion, brands are leaning into hyper-local partnerships to deepen relevance and engagement
'B-Hype already resonates with youth audiences in the Middle East – not through mass advertising, but through its distinct voice, aesthetic and deep understanding of its community. By partnering with a brand that already 'speaks the language' of its audience, Hot Wheels was able to enter a cultural space with credibility.'
'Our goal is to bring Hot Wheel's iconic design language and brand energy into lifestyle spaces around the world. With B-Hype, the intention was to localise this approach and collaborate with a brand that already holds cultural capital and community trust in the Middle East. As a homegrown streetwear label, B-Hype has built a strong following by staying true to its identity and values,' Henriquez said.
The collaboration wasn't positioned as a traditional campaign — instead, it was marketed as a cultural drop powered by community storytelling. Both brands have loyal fan bases, and this partnership aimed to bring them together in an authentic way that kept those fans at the centre.
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Henriquez explained, 'Our approach has always been about building cultural relevance in a way that felt organic, local, and true to both brands. B-Hype already resonates with youth audiences in the Middle East – not through mass advertising, but through its distinct voice, aesthetic and deep understanding of its community. By partnering with a brand that already 'speaks the language' of its audience, Hot Wheels was able to enter a cultural space with credibility.'
She added, 'This mirrors our overall franchise strategy: showing up in the right places, with the right partners and joining with the community to take the story forward. Instead of traditional above-the-line (ATL) or paid media, we leaned into storytelling, word of mouth and cultural belonging – the kind of relevance you cannot buy, only earn.'
The collaboration was created for the Middle East region, with a particular focus on the UAE. However, B-Hype's e-commerce platform supports global shipping, and the brands also expect interest from international fans due to the brand equity of both partners.
This is a limited-edition, one-time drop launched in May 2025. Content and conversation will continue to roll out across digital channels in the weeks following the launch, driven by community engagement and social media relevance.