Since being introduced in 1968, more than 5 billion Hot Wheels cars have been produced, making it the number one selling toy in the world. With ten cars sold every second, Mattel's Hot Wheels are not just for kids: They are avidly sought after by collectors worldwide, most of whom own more than 1,500. First produced to imitate sixteen top California hot rods, the brand was quickly popular and grew exponentially throughout the 1970s and '80s, thanks to innovative marketing partnerships with Marvel Comics, McDonald's, and Kellogg's brands. With a brand objective of nurturing and encouraging kids to challenge themselves to strive for excellence, Hot Wheels continues to race into the future by introducing ever faster, cooler, bolder car styles, live attractions and family entertainment centers, and digital and online gaming and educational experiences for its enthusiastic fans.