The cars might be miniature but the fun isn't, thanks to a playful attitude
Is designing miniature toy cars the best job in the world? “There’s no maybe about it,” says Hot Wheels’ creative chief, Craig Callum. “In the toy design world, we create fun for kids. We’re thinking on a daily basis about what would a kid love, what would make a kid happy and what would develop them. Working with all that in mind is really rewarding. There’s nothing on earth that kids’ laughter isn’t the medicine for.” Callum channels the playful attitude that sparked Hot Wheels into life.
He enjoys early access to new sports cars and supercars – an essential privilege when Mattel’s own design process takes 12-18 months and its toys launch in close alignment with the products to which they pay tribute.
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