Detailing Hot Wheels' Exclusive Collection at 7-Eleven
What’s new: 7-Eleven tapped into nostalgia and built on its celebration of car culture by partnering with Mattel on an exclusive Hot Wheels collection.
What we saw: A floorstand stocked a limited-edition Hot Wheels Silver Series Toyota Supra with a 7-Eleven wrap for $5.99.
"We're excited to partner with Hot Wheels, another iconic brand that, like 7-Eleven, has fueled imaginations and created lasting memories for generations," Marissa Jarratt, 7-Eleven executive vice president and chief marketing & sustainability officer, said 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."
Additional support: 7-Eleven is selling Hot Wheels Skate toys based on its Big Bite hot dogs and Slurpee drinks along with a limited-edition apparel collection depicting the Supra through 7Collection.com. 7-Eleven plugged the collaboration on Instagram and celebrated the launch with an Aug. 2 car meet in Riverside, California.
Why it matters: 7-Eleven has become heavily invested in car culture in the past few years, embracing the trend of consumers posting pictures of their cars dubbed "carfies" in front of its stores by sharing those images and hosting meets for enthusiasts. The Roll Up & Refuel advertising campaign 7-Eleven ran in July shows attendees at a car meet stopping in to pick up a Slurpee, Big Gulp, wings and pizza.
More context: Hot Wheels regularly collaborates with retailers on limited-edition releases designed to boost trips from collectors. In 2023, it ran bulk-purchase incentives at Kroger, Walmart and Target awarding exclusive toys.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
