Mattel:
Little Listings

From Little listings to Big Results

Challenge:
‍Mattel needed to launch its new Hot Wheels Brick Shop range into a market dominated by Lego, while finding a credible way to connect with Australians and the booming “kidult” audience.
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‍Insight:
‍Adult collectors crave authenticity and realism. By positioning toy cars like real cars, Mattel could tap into car culture, spark nostalgia, and earn attention beyond traditional toy marketing.
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‍Solution:
Partnering with carsales, Mattel listed its hyper-realistic Brick Shop models as if they were actual vehicles — complete with imagery, specs, and pricing. The culturally-driven, earned-led campaign blurred the line between toys and collectibles, creating intrigue, engagement and buzz.