# The Joy of Designing Hot Wheels: An Inside Look at Craig Callum’s Creative World


*500 million Hot Wheels are produced annually…*

## A Dream Job in Toy Design

Is there a better job than designing miniature toy cars? According to Craig Callum, the creative director at Hot Wheels, the answer is a resounding no. “In the world of toy design, we create joy for children,” he states. “Every day, we think about what would delight a child, what would bring them happiness, and how we can contribute to their development. It’s incredibly fulfilling. There’s no remedy quite like the laughter of kids.”

Callum embodies the playful spirit that has made Hot Wheels a beloved brand since its inception. Launched in 1968 by Elliot Handler—whose wife, Ruth, famously introduced Barbie—the first Hot Wheels car was a blue custom Chevrolet Camaro, part of the original “Sweet Sixteen” lineup that celebrated American muscle.

## A Diverse Collection of Miniature Marvels

Today, the Hot Wheels collection has expanded significantly. A typical range features around 450 cars, with approximately half being new releases each year. The lineup includes both officially licensed models from manufacturers and imaginative Hot Wheels Originals, which range from fantastical supercars to whimsical designs like wheeled toilets. “We still maintain the proportions of a pickup truck, though,” Callum laughs.

## From Bedfordshire to California: Callum’s Journey

How did a young boy from Sandy, Bedfordshire, end up at Mattel’s headquarters in California, designing the toys of tomorrow? Callum’s passion for cars ignited at the tender age of five during school runs in his mother’s Citroën 2CV. “I remember students hanging out of a 2CV next to us, cheering and laughing. I thought, ‘Wow, cars can evoke such reactions!’”

Soon after, he began sketching his own designs. “I would create whimsical hotels on wheels with helicopter pads. My mom encouraged me, saying, ‘You could be a car designer.’ I knew right then that was my path.”

After completing an automotive design course at Coventry University, Callum spent several years working on full-sized vehicles until he received an offer from Lego, a brand he adored alongside Matchbox and Hot Wheels. After nine years and the introduction of the Speed Champions line, he transitioned to the U.S. to become Hot Wheels’ design manager in late 2022, bringing his eclectic collection of classic cars along for the ride.

## The Art and Science of Miniature Car Design

Designing a Hot Wheels car is not merely about scaling down a real vehicle to a 1:64 ratio. The design team delves into the essence of each car, ensuring that its proportions align with standard wheel sizes while keeping the final product affordable. “Creating a perfectly accurate 1:64-scale car for just $1 is quite a challenge,” Callum admits.

To streamline the design process, the team increasingly employs AI and 3D printing technology, allowing them to quickly produce metal die-cast prototypes for rigorous testing on those iconic orange tracks. “We ensure they can handle a loop-the-loop, confirming they’re track-ready,” Callum explains.

## Embracing Sustainability in Toy Production

While the design process is filled with joy and creativity, the company is also committed to evolving with the times, particularly regarding sustainability. “The most sustainable toy is one that lasts forever and gets passed down through generations,” Callum notes. “We’re actively exploring recyclable materials, and our packaging team is making strides in that direction. Changes are already underway at Matchbox, and we’re looking to implement similar strategies soon.”

## Celebrating Customization and Community

This year, Callum will serve as a judge for the Hot Wheels Legends Tour, which will visit the UK in August. This event invites custom car enthusiasts to showcase their creations for a chance to have their designs turned into collectible toys. “I love this part of the tour,” he shares. “The UK really understands the craft and brings forth some incredibly refined designs.”

Callum’s personal collection includes an array of classic cars, including a cherished 1970s Mini he’s owned since passing his driving test at 17. Does he ever consider sneaking one of his cars into the Hot Wheels lineup? “I’m holding out as long as I can before I incorporate my own cars into the range. The Legends designs are far superior! It wouldn’t be fair to compare my work to theirs.”

## Conclusion

Craig Callum’s journey from a young car enthusiast to the creative force behind Hot Wheels exemplifies the magic of toy design. With a commitment to fun, creativity, and sustainability, Callum and his team continue to inspire joy in children and collectors alike, ensuring that the legacy of Hot Wheels will endure for generations to come.