Mattel: Hot Wheels
Little Listings

From Little listings to Big Results

Challenge:
‍‍‍Created in partnership with Mattel and creative agency Thinkerbell, the hyper-realistic BrickShop models were listed on carsales as if they were actual vehicles, complete with imagery, specs, and pricing, to find 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 BrickShop 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.