Mattel’s Hot Wheels Chief Prioritizes Female Engagement and Adult Collectors Amid Record Growth
Alex Ries, global head of Hot Wheels, is driving a strategic shift to expand the brand’s reach among adult collectors and young girls. The 50-year-old toy line is experiencing its ninth consecutive year of growth, with adult sales rising 28% in 2025. Ries emphasizes inclusivity through partnerships like Supercar Blondie and Formula 1, while addressing rising production costs and digital competition.