Action Figure Insider » Mattel hands Hot Wheels Unleashed™ fans the keys to Web3 collectibles

The legendary toymaker is partnering with global blockchain leader, WAX, offering a modern take on classic collectibles with a physically tradable digital Hot Wheels collection.

El Segundo, California, June 28, 2022 – Mattel, Inc., the global leader in children’s entertainment, and WAX, the carbon-neutral Delegated Proof-of-Stake (DPoS) blockchain that hosts more than 30,000 apps and 12 million user accounts, unveil today an all-new Hot Wheels NFT Garage™ Series 3. The latest series from the world’s biggest vehicle franchise will feature fan favorites from Mattel’s hugely popular Hot Wheels Unleashed™ video game.

For more than 50 years, Hot Wheels has been delighting collectors around the world, with more than 8 billion die-cast models sold to fans, plus a growing number of life-size models that car fans of all ages love .

Now, Hot Wheels Unleashed fans can claim ownership of their cars both on Web3 and in real life, thanks to WAX’s exclusive vIRL® (virtual in real life) technology – a type of NFT created by WAX in 2018 to represent both physical goods and services in the real world.

In the NFT version of Series 1, 5,400 limited edition die-cast physical models were made available for trade. This technology allows users to separate ownership from possession, helping creators and collectors save on shipping, emissions, etc., by removing the carbon footprint created by trading physical collectibles in the real life.

The Series 3 Hot Wheels NFT Garage™ features ten licensed vehicle models in four different mini-collections. NFTs come in five rarities – Base, Rare, Premium, NFTH (Treasure Hunt), and Showroom.

Users will have the chance to earn a Premium or NFTH with each pack, giving them the opportunity to redeem this vIRL® for a limited edition physical die-cast collectible to add to their physical collections.

Collectible seven-pack NFTs will be priced at $25. Fans can purchase up to four packs per credit card transaction. Each of these mini-collections contains between seven and eight different models, with 11 of these models featuring multiple rarities; fans can even find never-before-seen diecasts to add to their collections.

This latest move to Web3 is part of Mattel’s ongoing strategy to capture both the emerging metaverse and physical collectibles markets.

“We’re thrilled to partner with WAX for the third version of the Hot Wheels NFT Garage. Offering collectors a physical buyout option unlocks the best of both worlds and puts a modern, practical spin on toy collecting,” said Ted Wu. , Global Head of Vehicle Design at Mattel, “Hot Wheels has already shown how popular it is with adults and kids alike, but now we have a chance to conquer the Web3 arena, and WAX is making it possible.”

WAX’s partnership with Mattel comes amid a wave of brands and companies seeking to capitalize and symbolize their intellectual property in Web3.

WAX has had tremendous success integrating major brands into Web3. In December, WAX teamed up with Sony Pictures and AMC Theaters to give away official Spider-man: No Way Home NFTs. Many other global brands have come to the WAX ​​blockchain, including Street Fighter, NASCAR, and Atari. In early 2022, WAX made the biggest NFT drop in history – one for each of the first 10 million registered WAX accounts.

William Quigley, CEO and Co-Founder of WAX, said, “It is an honor to work with Mattel and Hot Wheels to bring their legacy reputation back into the Web3 space. With our vIRL technology, Hot Wheels fans can find new ways to collect and enjoy these cars while still having access to the traditional die-cast models they fell in love with in the first place.

Hot Wheels NFT Garage™ Series 3 bundles go on sale July 7, 2022, 10:00 AM PST/1:00 PM EST.

About Hot Wheels

As a 54-year-old brand more relevant today than ever, Hot Wheels is the world’s premier vehicle franchise that represents and unites all segments of automotive culture. For decades, Hot Wheels has proven its influence in automotive and pop culture with legendary design and epic performance. Through unprecedented collaborations with world leaders in streetwear, fashion, luxury, entertainment, action sports and motorsports, Hot Wheels is the world’s best-selling toy with more than 8 billion vehicles sold. The brand engages fans of all generations through immersive live events, global competitions, theme park attractions, world-class digital games, consumer products, and film and television content.

About Mattel, Inc.

Mattel is one of the world’s leading children’s entertainment companies specializing in the design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and Mega®, as well as other popular brands that we own or license in partnership with entertainment companies. Our offerings include film and TV content, games, music and live events. We operate in 40 locations and sell products in over 150 countries working with the world’s leading retail and technology companies. Since its founding in 1945, Mattel has proudly been a trusted partner in exploring the wonders of childhood and empowering children to reach their full potential. Visit us online at

About WAX – The King of NFTs

The Worldwide Asset eXchange™ (WAX), aka the King of NFTs, is the #1 blockchain in the world, measured by number of users and transactions, according to WAX’s mission is to bring NFTs to the mass market in the safest, most secure, eco-friendly, and easiest-to-use market in the world. WAX is also the leading entertainment NFT network – in 2018, WAX introduced vIRLs®, giving consumer product companies the ability to tie NFTs directly to physical consumer products. Co-founded in 2017 by William E. Quigley and Jonathan Yantis, WAX has facilitated trade in over 100 million digital collectibles, including Mattel, Hasbro, Major League Baseball (via Topps MLB Collectibles), Funko Digital POP!, Capcom’s “Street Fighter”, World Series of Poker and world-renowned artists Deadmau5 and Weezer. WAX is also the leading gaming and entertainment NFT network for making money in the metaverse and is home to many top blockchain games including Alien Worlds, Splinterlands, Farmers World, and Farming Tales. For more information, please visit and follow on Twitter and Discord.

Daniel Pickett

AFi’s founder and editor, Daniel “Julius Marx” Pickett, has been surrounded by toys his entire life. The first line he ever collected was Mego’s World’s Greatest Superhero line in the 70s. He’s been surrounded by collectibles ever since. In 1999 he was baffled by a lack of information and news about some of his favorite lines of toys he collected. Since he couldn’t find the information, he decided to search for it himself, thinking that other people might also be interested in the same news. He started writing a weekly column on the toy industry and an action figure for a toy news site and within a year he tripled the site’s daily traffic with his updates, reviews and features. of products. He has established relationships with all the major toy manufacturers and many sculptors, painters and mold makers. He has turned his hobby into a global expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they started their own website Daniel has been quoted both in the industry and in the mass media. Over the years, Daniel and AFi have been sought after as experts in the field. Daniel has been featured regularly on “Attack of the Show” on the G4 Network as a top contributor to their “Mint On Card” segment, and our homepage has been linked to USA’s “Pop Candy” blog twice. Today. Daniel’s content has also been featured on Bloomberg News,,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing, Gizmodo .com, Ain’t It Cool News, the official Star Wars blog, Geekologie, G4, CNet, and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But it all sounds really cocky and ‘tootin’ his own horn’ – basically it’s that Daniel loves toys and LOVES talking about them.