hot wheels infinite loop

Mattel drives Hot Wheels into digital gaming lane

The free-to-play Hot Wheels Infinite Loop launches today, with the hopes that it will expand the brand to an older audience, says the toyco's Andrew Chan.
August 22, 2019

In an effort to reconnect older kids and adults with its Hot Wheels brand, Mattel has launched the new Hot Wheels Infinite Loop digital racing game. Available globally on the App Store, the first-ever free-to-play game for the Hot Wheels franchise lets players collect cars and race against other players from around the world.

The game, targeting the over-13 crowd, is set to arrive in the Google Play Store in Q4, though an exact release date hasn’t been set. Android users can pre-register for the game now to receive special rewards.

“Mattel has seen success in licensing properties for video games, but we saw the potential to turn Hot Wheels into a franchise,” says Andrew Chan Mattel’s head of digital gaming. “It has huge brand awareness that reaches adults and kids and making this game gives us a chance to make it relevant to consumers on mobile platforms.”

Developed in partnership with Estonian developer Creative Mobile (Drag Racing, Nitro Nation), the game was unveiled at Europe’s Gamescon, a popular trade fair for digital games running from August 20 to 24. Development on the game took about 18 months and the toyco opted on working with Creative Mobile because of its work creating a variety of racing games over the past decade, says Chan.

The brand is a big sales driver for the toyco, and last month in the company’s Q2 financial report, Hot Wheels reported US$175.2 million in sales, a 5% increase from Q2 2018. The toy car brand’s sales totaled US$834 million in fiscal 2018, which was the brand’s highest on record.

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