Mario Kart Deep Dive
Hot Wheels
Hot Wheels Mario Kart needed a data-backed roadmap for 2024 product planning within the Super Mario Bros license. The question wasn't simply which characters were popular — it was which themes had the strongest commercial momentum, the broadest consumer appeal, and the most natural fit with the existing product ecosystem.
Brand Planning
Toys
Consumer Research
Competitive Analysis
Licensing
The Strategy
Rather than relying on intuition or licensor suggestions, we went directly to the sales data, conducting a deep-dive analysis of the LEGO Super Mario Bros line as a proxy for where consumer demand was strongest, then mapping those findings to Hot Wheels Mario Kart product opportunities.
The Execution
- Historical LEGO Super Mario Bros sales data pulled and organized across 2020 to 2022
- Analysis conducted through four lenses: character sales, playset sales, individual character product performance, and 2022 YTD
- Broader Super Mario Bros license analyzed across the action figure and plush industry for category-wide trends
- Findings mapped directly to Hot Wheels Mario Kart product development opportunities
The Results
2
Primary and secondary recommendations for innovation exploration
5
Game elements flagged for product development exploration
All
Recommenations presented to internal and licensee leadership
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