Trending PR Campaigns
Hot Wheels Legends: Maluma’s Colombian Land Cruiser
Hot Wheels named Maluma one of its first Legends and worked with him to create a miniature Toyota Land Cruiser FJ60 inspired by his Colombian roots, childhood toy-car collection and music. The campaign turned that personal story into a collectible, supported by a $100,000 donation to his foundation for arts programmes helping vulnerable young people.
Why it worked: It fused a tangible collectible drop with a personal origin story and a timed $100k philanthropy peg, giving editors news, visuals, and purpose.
The lesson: Consider turning a founder’s formative story into a limited-edition object with a charitable time-boxed hook journalists can headline.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| semana.com | Maluma se convierte en leyenda de Hot Wheels con un carro inspirado en Colombia y su historia personal - Semana | 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 |
| ifmnoticias.com | Hot Wheels convierte a Maluma en una de sus primeras Leyendas y presenta colección inspirada en su historia | Sunday 30th August, 2026 |
| belatina.com | Maluma Designed a Hot Wheels Car Inspired by the Mountains of Colombia and His Foundation Gets $100,000 for It | BELatina | Friday 4th September, 2026 |