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posted on Jun. 02, 2025 at 10:30 amMay 31, 2025

Mattel’s Hot Wheels reveals strategy behind B-Hype brand collab in Dubai

posted on Jun. 02, 2025 at 10:30 amMay 31, 2025

The collaboration wasn’t positioned as a traditional campaign — instead, it was marketed as a cultural drop powered by community storytelling. Both brands have loyal fan bases, and this partnership aimed to bring them together.

Toy manufacturer Mattel’s Hot Wheels, which is one of the world’s best-selling toys and a globally recognised brand, has revealed details of the strategy behind its brand collaboration with Dubai-based streetwear brand B-Hype. The brands collaborated to create a collection, which aims to connect with a new generation of fans through fashion, storytelling and locally resonant experiences.

The collaboration was launched through an event at the B-Hype flagship store in Dubai Mall, attended by local influencers and organically amplified across B-Hype’s social channels. The broader conversation was driven organically through the community, fueled by audience excitement and built on cultural relevance.

The

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Tags:above-the-line ATL Audience audiences B-Hype Barbie brand collaboration brand equity brand identity brands community connection cultural belonging cultural capital Cultural Relevance digital collectibles entertainment fashion gaming Hot Wheels hyper-local partnerships Lifestyle localisation Mattel paid media Ruth Henriquez storytelling streetwear UNO word of mouth

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.