Trending PR Campaigns
Maluma’s Childhood Car Becomes a Hot Wheels Collectible
Hot Wheels partnered with Maluma to turn his childhood memories into a custom Toyota Land Cruiser FJ60 die-cast. Inspired by family trips around Colombia and his early love of toy cars, the collaboration was supported by a life-size pop-up and a Billboard interview tied to his new album.
Why it worked: It fused a tangible, shoppable collectible drop with a personal origin story timed to his album/fatherhood news, giving editors a timely, human retail hook.
The lesson: Consider pairing a limited-edition, buy-now object with a founder/creator childhood anecdote and a time-pegged interview or pop-up to land coverage.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| billboard.com | Maluma Is Loco por Volver to His Childhood: ‘I Really Wanted to Go Back to That Kid’ | Friday 28th August, 2026 |
| billboard.com | Maluma habla de nuevo álbum, infancia y colaboración con Hot Wheels | Friday 28th August, 2026 |
| elheraldo.co | Maluma convierte su historia y el orgullo por Colombia en un Hot Wheels - ELHERALDO.CO | Saturday 29th August, 2026 |