RacerVerse Brand Launch
Hot Wheels
Hot Wheels RacerVerse was Mattel's most ambitious licensed toy launch in years, a brand new line where characters from across pop culture could become Hot Wheels racers. Building it required aligning internal teams, major entertainment licensors, retail partners, and global distribution channels simultaneously, all before a single unit shipped.
Brand Planning
Marketing Strategy
Product Development
Licensing
P&L Management
Go-To-Market
Portfolio Strategy
The Strategy
My role sat at the intersection of every major workstream, managing the brand's P&L, leading licensing partner relationships, driving product development decisions on vehicles and tracksets, and ensuring the line was commercially viable across retail and international markets from the start.
The Execution
- P&L management and retail pricing financial analysis across the full product line
- Primary liaison role between Hot Wheels team and licensing partners for character design approvals
- Character mix strategy developed across multiple singles assortment waves, balancing kid and adult collector audiences by licensor
- Product development work on character vehicles and tracksets in collaboration with internal design teams
- Collaborated on creative direction on Hulkbuster Hauler and Jurassic World tracksets
- Packaging design review and approval across the line
- Retailer-specific product customization managed in coordination with the sales team
- Global regional distribution decisions for product allocation across international markets
The Results
3
Number of mass retail partners at line launch
2
New innovative tracksets developed
10+
Licensing partners managed across line.
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