Mattel has partnered with the UK’s biggest YouTube group Sidemen (SDMN) to launch an exclusive Hot Wheels capsule collection of co-branded apparel and accessories.
The co-branded collection includes 10 different styles including hoodies, bomber jackets, t-shirts and caps. The collection is infused with Hot Wheels designs throughout, complete with checkerboard prints and flames, combined with the SDMN lettering to create a sleek collection.
The YouTube group, which owns apparel brand Sidemen Clothing, has amassed a total of over 35m followers across multiple YouTube channels.
The entire collection will be available at the official Sidemen shop in Bluewater shopping centre and at a pop-up store in the Hoxton Railway Arches (Arch 402) from 27th October, followed by an online launch on the official Sidemen Clothing website. The pop-up shop will run until 29th October.
Through collaborations with global leaders in streetwear, fashion, luxury, entertainment, action sports and motorsports, Hot Wheels is the No.1 selling toy in the world with more than 8b vehicles sold since its inception. The brand engages fans of every generation through immersive live events, global competitions, theme park attractions, world-class digital gaming, consumer products and film and television content.
The new partnership will also be supported by a wider marketing campaign, which will see the collection on UK petrol pumps for a month-long activation from 13th October, as well as teaser posts on social media channels and promotional boxes that will be sent to influencer friends of the Sidemen.
“We are thrilled to be partnering with Sidemen on this collection, their creativity and enthusiasm for the collection has meant we have been able to create a co-branded capsule that brings both brands to life,” said Jon Spalding, Mattel head of Consumer Products UK & Ireland.
Matt Peters, MD of Sidemen Clothing, added: “We are very honoured to be working with Hot Wheels to create a co-branded collection that is cool, relevant and that fans will love – we can’t wait to see our fans wearing it.”
As well as the Sideman collection, Hot Wheels is tapping into the adult fashion space this year, partnering with top brands to bring collections that adult fans and consumers of all genders will love.
