My Sharjah Rent: Huda Tayyab
Huda Tayyab at home with sons Ali, 4, and Wali, 1. All Photos: Victor Besa / The National
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Gulf Business
4 hours ago
- Gulf Business
Toy tracks to trendsetters: Mattel's Ruth Henriquez on the Hot Wheels-B-Hype collab
What happens when the world's bestselling toy car brand meets one of the Middle East's most influential streetwear labels? You get a high-octane fusion of nostalgia, identity, and style. In a first-of-its-kind regional collaboration, Hot Wheels, the iconic franchise from Mattel, has teamed up with B-Hype, the Dubai-born streetwear brand known for its retro flair, cultural attitude, and celebrity drops. Launched in May, the limited-edition Hot Wheels x B-Hype collection reimagines the high-speed spirit of Hot Wheels through a fashion-forward lens, marking a milestone in both brands' evolution. This collaboration is more than a merch drop. For Mattel, it is a strategic step in extending Hot Wheels' cultural relevance beyond the toy aisle and into lifestyle spaces — alongside previous global partnerships with fashion giants like Gucci and Puma. For B-Hype, the drop reflects its ongoing mission to blend childhood nostalgia with cutting-edge streetwear, amplified through regional identity and global aspiration. We caught up with Ruth Henriquez, head of Licensing, Publishing, and Location-Based Entertainment at Hot Wheels has been an iconic brand for generations. How would you describe its evolution from a beloved toy into a broader cultural and lifestyle symbol ? Hot Wheels has come a long way since its launch in 1968. What began as a toy car line has become a global franchise that fuels imagination, creativity, and pop culture moments. More than just toy cars, Hot Wheels represents bold colors, performance design, and a passion for cars — elements that fans have grown up with and want to bring into their daily lives. Today, it lives far beyond the toy aisle — from fashion drops with the likes of B-Hype to digital games, high-value collectibles, and cultural events. It is a brand that blends with modern-day relevance, continually reinventing itself while staying true to its high-energy, design-led roots. How do franchise partnerships support Mattel's evolution into a full brand ecosystem? Franchise partnerships are ultimately about giving consumers more ways to connect with the brands they love, whether through fashion, gaming, experiences, or collectibles. These moments extend engagement and help keep brand culture alive across generations. Mattel is home to a wide portfolio of brands, each that started its story in a unique way. Whether it is Hot Wheels as a toy car or Thomas & Friends as a book — now our brands stretch far beyond that original storytelling and have a full franchise ecosystem through partnerships such as the one we have just launched with B-Hype. It is not just about products, it is about unlocking moments that reflect how fans live, play, and express themselves today. Are there any figures you can reference about Mattel's franchise partnerships globally? Hot Wheels is the number-one selling toy in its category, with over eight billion of them sold across more than 150 countries. It is a brand with truly global scale, and when we introduce it into new categories like fashion, collectibles, or gaming, the response is instant. Limited drops, like our collaborations with Gucci or Sean Wotherspoon, have sold out within minutes. We also see increasing engagement through gaming and digital activations, as well as consistent sell-outs of specific collaborations — proof that Hot Wheels is resonating deeply across age groups and platforms. A key trend fueling this growth is the rise of adult fans. In some markets, adults buying for themselves now account for up to 25 per cent of toy industry sales, and Hot Wheels consistently ranks among their top choices. These fans are drawn to products that combine storytelling, design, and cultural relevance. They want to collect the next cool thing from their favourite brands — making franchise collaborations a powerful tool for brand engagement. What inspired Hot Wheels' expansion into fashion, and how does it reflect broader cultural trends? The inspiration really came from our fans and the culture at large. We saw that Hot Wheels had evolved far beyond toy — it had become a symbol of personal style, nostalgia, and creative identity. We know fans love the bold colors and signature graphic language of Hot Wheels and were looking for ways to bring that love into their wardrobes. At the same time, fashion was embracing retro icons, with childhood brands making a comeback as cultural statements. This move also reflects wider cultural shifts. Today, people are blending their passions — fashion, gaming, art, and toys — in ways that feel personal and expressive. Nostalgia has become a lifestyle, and Hot Wheels sits right at the intersection of that trend. Wearing a Hot Wheels hoodie is not just a style choice, it is a nod to childhood, creativity, and individuality. Streetwear thrives on storytelling and collaboration; both core to how we build franchises. Whether it is a drop with Gucci, BAPE, or local brands like B-Hype, these partnerships give fans new ways to engage with Hot Wheels while reinforcing its place in culture. It is about showing up in the right spaces, with personality. Some collaborations have even featured details like 'Racing since 1968' or dual Arabic-English branding — small but meaningful touches that make the brand feel both global and personal. Read: What attributes of the Hot Wheels brand make it a natural fit for fashion and street culture? Hot Wheels has always stood out for its bold visuals, high-energy spirit, and deep roots in car culture, which translate naturally into streetwear. The iconic flame logo, vivid colour palette, and striking graphic language were practically made for apparel. You see it in collaborations like B-Hype, where the design DNA carries through effortlessly. But it is more than just looks. Hot Wheels has always embodied individuality, creativity, and a bit of rebellious edge; values that align closely with street culture. It is expressive, collectible, and deeply nostalgic, which makes it feel right at home in a space where fashion meets fandom. We did not want this to feel like a uniform. It is more like a toolkit for personal style; fans can mix and match pieces to make it their own. How do you stay true to Hot Wheels' brand values as you expand into lifestyle and fashion? We are very intentional about how we show up in fashion. Every collaboration must reflect the essence of Hot Wheels — adrenaline, creativity, and that challenger spirit. Some ideas — even exciting ones — get turned down if they do not reflect the brand's core. What we greenlight is deliberate. In fact, in our collaboration with B-Hype, we aligned one simple goal: to reflect the boldness and creativity that defines both brands. The result was apparel that feels as high-energy as the brand itself. Why is the Middle East an important region for Mattel's franchise strategy and brand expansion? The Middle East is a priority growth region for Mattel, and one where we already see strong engagement with our brands. It's a market with a deeply rooted appreciation for storytelling, design, and family-oriented experiences—values that align closely with what Mattel stands for. The region also has a young and diverse population, with a strong appetite for creativity and innovation, making it an exciting environment for franchise-led growth. With a flagship store in Dubai Mall and deep ties to local fashion culture, B-Hype was a natural partner. They describe themselves as a bridge between '90s hip-hop and today's generation, which fits Hot Wheels perfectly. We have seen firsthand how much love there is for our brands — from the enthusiastic response to the Hot Wheels Legends Tour in Dubai, to the growing community of collectors and fans of all ages. These moments confirm that our brands resonate in ways that go beyond product; they tap into shared passions and lifestyles. That is why partnerships like Hot Wheels x B-Hype are so important. Working with respected, culturally attuned local partners allows us to ensure our brands show up in a way that feels authentic and relevant. As we continue to expand, we are committed to doing so in collaboration with the region, building long-term relationships and experiences that reflect the unique character of each market. Have you observed any specific consumer insights or trends from the Middle East that influenced Mattel's Hot Wheels franchise strategy in the region? Certainly, one of the most striking insights is the region's passion for automotive culture. From supercars to street racing, there is a deep connection to performance and design, which aligns naturally with Hot Wheels' DNA. That understanding shapes everything from how we tell brand stories to which activations we prioritise in-market. We have also seen that Middle Eastern youth value a balance of cultural authenticity and global relevance. That is why our partnership with B-Hype felt like the right move as it reflects a strong local voice while tapping into international streetwear trends. Their aesthetic — blending retro references with bold, modern expression — mirrors how young consumers here are redefining their identity. Taken together, these insights help us ensure Hot Wheels does not just arrive in the Middle East, it integrates in ways that are meaningful and lasting. And finally, can we expect more collaborations like this in the future as part of Hot Wheels' lifestyle and cultural expansion? Absolutely. Hot Wheels x B-Hype is part of a broader lifestyle and cultural strategy, and it is just the beginning. We are not interested in one-off moments, we are building long-term momentum that connects our brands to the spaces our fans care about most. Globally, we have exciting collaborations in the pipeline. And in the Middle East, the success of the B-Hype partnership has only reinforced the opportunity to do more. We are actively exploring new ways to show up—whether through fashion, art, music, or unexpected cultural intersections. These are not just brand exercises, they are creative collaborations that appeal to trendsetters, tastemakers, and global audiences alike. While Hot Wheels has been the focus of this conversation, it is just one part of a much larger portfolio. Mattel is home to some of the world's most iconic franchises — from Barbie to Masters of the Universe to UNO — and that makes us a uniquely desirable partner for brands across fashion, entertainment, retail, and beyond. We are a brand powerhouse with storytelling at our core, and that is exactly what makes our collaborations stand out, and why you will be seeing many more.
Zawya
5 hours ago
- Zawya
Time Entertainment to debut on Saudi's Nomu on June 17
The shares of Time Entertainment Company will start trading on the Nomu-Parallel Market from June 17, the Saudi Exchange said in a statement. The stock will trade with daily and static price fluctuation limits of ±30% and ±10%, respectively. Time Entertainment floated 200,000 shares, representing 20% of the company's share capital. The final IPO price was set at SAR 80, with the offering 141.41% oversubscribed. The Riyadh-based Time Entertainment was established in 2012 and has organised numerous events, including the World Economic Forum, Diriyah Season Opening Ceremony, ROSHN Saudi League Closing Ceremony, among others. (Editing by Seban Scaria
The National
21 hours ago
- The National
Adele tribute review: Is the Candlelight Concert series worth the hype?
Why would anyone attend an instrumental Adele concert? It's a fair question, considering her voice is the whole deal. It carries the drama, pain and a raw, lived-in power that turns even a break-up into an anthem. So, attending a gig without it already feels like a stretch – sort of like watching a film with the dialogue on mute. And yet, as part of the successful Candlelight Concert series, it works. Well, kind of. Their idea of reworking big pop songs without vocals and placing them in moody, candle-lit settings has taken off. Since its debut in culture centres in Madrid in 2019, Candlelight Concerts has travelled to more than 100 cities and made its Dubai debut in 2022. These gigs are less about performance and more about atmosphere. By doing that, they invite listeners to hear the songs differently and maybe even more closely. In its debut in Ras Al Khaimah – one of four planned shows covering the varied works of Coldplay, Abba and Vivaldi – the event takes place indoors, in a small ballroom at the Ritz-Carlton Al Wadi Desert Resort. With the summer heat outside, this makes sense, and the atmosphere doesn't suffer. The organisers have worked with what they had. Candles are placed along the aisles and around the piano, even tucked into candelabras, while the audience sits all around in a circular set-up. It feels close and like everything is folding inward. By the time Italian pianist Aldo Dotto takes to the elevated stage, everyone has soaked up the mood. There's a stillness in the room. No phones up, no rustling, just quiet attention. At some points, it's hard to tell what to focus on more – the music itself or just the way it all feels in the room. It all blends, and that's part of the charm. Dotto takes on some of Adele's biggest songs and brings them down to size. Not in a lesser way, but in a more reflective one. Hello loses its weighty opening drama and instead comes off like a lullaby. The familiar piano hook is played so softly that it almost feels like it is being hummed under someone's breath. Skyfall makes the transition smoothly. It's a song already written with an orchestral framework, so hearing it solo doesn't strip it too bare. Instead, it gives a sense of hearing a rough sketch. Like something Adele might have worked with before the full production came in. The standout moment, though, is Make You Feel My Love. It's a Bob Dylan song, one Adele covered early in her career and kept mostly faithful. Dotto goes back to that simpler and original 2008 version. No frills, just the melody and a bit of restraint. The room gets even quieter, with a few audience members swaying along, some with eyes closed. That's the kind of communal moment Candlelight Concerts seems to aim for. Meryem Benkirane, senior project manager at Fever – the company behind the Candlelight series in the UAE and who has already staged concerts at Dubai's QE2 and Zabeel Theatre – says the idea isn't just about putting concerts in elegant spaces. It's about shifting the way people engage with live music. "At its core, Candlelight is about creating intimacy," she tells The National. "A lot of people feel a bit out of place at traditional classical concerts. The format, the venues, it can all feel too formal. So we asked – what happens if you take the same music and change how it's presented?" One of the answers was to keep things short. "Most of our shows are under an hour. You come in, you settle and you're done before it drags," she says. "It's also about offering a variety of programmes. We go from Vivaldi to Adele to Coldplay. That mix brings in a wider audience." As for bringing the concept to the UAE three years ago, Benkirane says the diversity of the population results in the kind of crowd ideal for such formats. "The audience here is curious. They want something different, not just the big arena shows. Ras Al Khaimah gives us space to try something a little different," she says. "Especially with a place like Al Wadi Desert Resort. It's not your usual venue, and that's what made it exciting." "People are looking for new ways to experience live music. We're not saying it has to replace anything else, but maybe this is just another way of doing it. Slower, more thoughtful. Something a little more human." Candlelight Concerts at the Ritz-Carlton, Wadi Desert continue with two tribute concerts: Antonio Vivaldi's Four Seasons and the music of Queen and Abba, both on September 27. A final concert dedicated to pianist Frederic Chopin takes place on December 20. Tickets start at Dh200, except for the Chopin concert, which is Dh150.
