Hot Wheels was introduced by American toy manufacturer Mattel. Mattel launched Hot Wheels in 1968. The number one name in die-cast vehicles burst onto the toy world. Distinguished by their custom and modified designs, the first Hot Wheels cars were outrageous hot-rods with candy-colored paintwork. More than 41 million children grow up with the brand over the years, and many enthusiasts continue to be loyal collectors into adulthood.