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Top 3 Campaign in Automotive · September 2026
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Top 3 Campaign
Automotive · September 2026

Hot Wheels Class of Legends

PR Campaign
Friday 28th August, 2026

Hot Wheels recruited Maluma, Supercar Blondie and Robert Lewandowski to co-design collectible cars inspired by their personal stories. The campaign turned the launch into a broader cultural moment with a Venice pop-up, exclusive zine, social series and a $100,000 donation to Maluma’s youth foundation.

Why it worked: It bundled celebrity co-designs with a timed pop-up, exclusive zine, and DTC preorders—creating scarcity plus multi-beat coverage hooks.

The lesson: Consider pairing a limited co-created product with a 72-hour pop-up and exclusive publication to generate staged, scarce news moments.

Hot Wheels Mattel
12 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
globaltoynews.com Hot Wheels Taps Maluma, Supercar Blondie & Lewandowski for Global Legends – Global Toy News Friday 28th August, 2026
teknikveckan.se Hot Wheels gör bilar med Supercar Blondie, Maluma och Lewandowski Friday 28th August, 2026
autoevolution.com First-Ever Hot Wheels Class of Legends Welcomes Maluma, Supercar Blondie and Robert Lewandowksi - autoevolution Sunday 30th August, 2026
agirlsguidetocars.com Hot Wheels Just Named Its First Human Legends, and We’re Fangirling: Supercar Blondie Is Among Them Monday 31st August, 2026
actionfigureinsider.com Mattel Names Maluma, Supercar Blondie and Robert Lewandowski as Its First-ever Hot Wheels Class of Legends™ in New Challenge Accepted Campaign Monday 31st August, 2026
marca.com Lewandowski, Maluma y Supercar Blondie convierten sus historias en coches Hot Wheels en Los Ángeles | MARCA Monday 31st August, 2026
elperiodico.com Hot Wheels lanza una colección exclusiva de coches junto a Maluma, Lewandowski y Supercar Blondie Monday 31st August, 2026
elperiodico.com Hot Wheels lanza una colección exclusiva de coches junto a Maluma, Lewandowski y Supercar Blondie Monday 31st August, 2026
octane-magazine.com Hot Wheels launches first ‘Class of Legends’ with three new bespoke models - Octane Magazine Tuesday 1st September, 2026
mensfitness.com Hot Wheels Reveals Its First Class of Legends and Three Challenge Accepted Cars - Men's Fitness Tuesday 1st September, 2026
ground.news Mattel names Hot Wheels Class of Legends in new Challenge Accepted campaign Wednesday 2nd September, 2026
motortrend.com Supercar Blondie’s Lamborghini Huracán Can Be Yours as Part of the Hot Wheels Global Legends Collection Wednesday 2nd September, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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