Iconic toy Hot Wheels cars are now available via 7-Eleven’s new collaboration with Mattel, including the first-ever branded Hot Wheels die-cast car — a Silver Series Toyota Supra decorated with 7-Eleven’s colors and logo. In addition to this exclusive product, the release includes a limited run of custom fingerboards (toy-sized skateboards) in two designs. The items are available in stores and on the retailer’s 7Collection site, along with merch such as retro-inspired graphics, T-shirts, sweatshirts and pins.
“We’re excited to partner with Hot Wheels, another iconic brand that, like 7-Eleven, has fueled imagination and created lasting memories for generations,” said Marissa Jarratt, EVP and Chief Marketing and Sustainability Officer at 7-Eleven in a statement. “Whether you grew up racing Hot Wheels cars or grabbing a Slurpee drink after school, this collaboration kicks things into high gear by bringing together two culture-shaping brands to create something nostalgic, unexpected and undeniably fun for all ages.”
Mattel is no stranger to collaborations, notably the many activations with its iconic Barbie character. These items will be available in participating 7-Eleven, Speedway and Stripes locations across the country.
A nearly year-long attempt by Canadian c-store giant Alimentation Couche-Tard to purchase 7-Eleven’s parent company and create a multinational convenience store behemoth was called off last month, with ACT blaming the Japan-based company with failing to provide the necessary data needed for due diligence.
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