Repurposing everyday stuff

I was reading recently about ‘exhaustible’ toys. Those expensive Fisher Price stations full of buttons and annoying sounds that make children go crazy for a few minutes and soon enough become dust-collectors because once the child figures out all the buttons it loses the fun.

This simple twist on sticky tape for Mattel’s Hot Wheels works in the exact opposite way. A very simple object with infinite possibilities.

What’s more significant is that what started as a simple promo, became a real product and is now part of the regular Hot Wheel offer. Simply brilliant.

Regional Executive Creative Director, Geometry Global Asia Pacific