Hot Wheels launches ‘Challenge Accepted’ campaign with global ambassadors

Hot Wheels has launched a new global brand platform titled ‘Challenge Accepted,’ introducing its first ‘Class of Legends.’ The initiative features three international ambassadors: singer Maluma, footballer Robert Lewandowski, and automotive content creator Supercar Blondie (Alex Hirschi).

As part of the campaign, Mattel is releasing the ‘Global Legends 2026’ collection, consisting of three 1:64 scale die-cast vehicles co-designed by the ambassadors to reflect their personal journeys. Maluma’s design is a Toyota Land Cruiser FJ60 representing his Colombian roots; Lewandowski’s is a 1997 Porsche 911 GT1 reflecting his professional precision; and Supercar Blondie’s is a Lamborghini Huracán named ‘Lucy.’

The campaign also includes a philanthropic component, with Hot Wheels pledging to donate $100,000 to ‘El Arte de los Sueños,’ a non-profit organization founded by Maluma in Colombia. Digital content showcasing the creative design process will be released throughout September.