Mattel Creations, the company’s design collaboration and direct-to-consumer platform, is adding to its growing list of creators with a limited-edition Hot Wheels collectable, honouring luxury fashion house Gucci’s 100th anniversary.
The partnership pays homage to the original 1970s collaboration between Gucci and GM to create the Cadillac Seville designed by Gucci. Introduced on the 1978 Cadillac Seville, the Gucci package was intended to add Italian styling to the Detroit luxury automobile. The sought-after cars offered discerning drivers a vinyl top covering only the C-pillar and featured the interlocking double ‘G’ crest, a gold Gucci hood ornament, gold Gucci emblems on the wheels, front fenders and a C-pillar and Gucci’s web stripes across the rear trunk.
Creating a statement in the fashion world today just as it did decades ago, the 1982 Cadillac Seville plays into the current ’80s and ’90s Radwood custom car movement expanding across the globe. Outfitted in the classic Gucci logo and iconic interlocking GG pattern, the 1:6th scale interior features details authentic to the life-size vehicles, such as gold piping on the seats. Featuring packaging designed and produced by Gucci, the vehicle comes in a sleek display case.
“This epic and unexpected collaboration between Gucci and Hot Wheels reinforces that toys are a canvas that reflect pop culture”
Richard Dickson, president and chief operating officer of Mattel
Richard Dickson, president and chief operating officer of Mattel, said: “This epic and unexpected collaboration between Gucci and Hot Wheels reinforces that toys are a canvas that reflect pop culture, fashion and design. We are thrilled to celebrate and honour Gucci’s incredible milestone with an artistic take on a limited-edition Hot Wheels, reinforcing the significance of Toys as Art.â€
From 18 October the Hot Wheels x Gucci 1982 Cadillac Seville will be available on creations.mattel.com and Gucci.com, and rolling into Gucci selected stores in New York, Beijing, Seoul and Tokyo, as well as in ephemeral locations such as the Gucci Cartoleria in Milan and the Gucci Circolo in London, Berlin and Milan.
Through the Mattel Creations platform, Mattel creates highly curated, specialty offerings that both celebrate and stretch Mattel’s intellectual property. Mattel Creations collaborates with artists, designers, and pop culture influencers to remix Mattel’s toys into entirely new designs where toys become art and art is influenced by toys. The collections are offered directly to consumers through creations.mattel.com
