The problem
At Mattel, I took over the global packaging portfolio—not just for Hot Wheels but including specialty lines like Custom Classics. This line, aimed at a more discerning youthful and collector-friendly audience, needed a visual upgrade: strong identities, high-quality packaging, and a clear standout presence in a crowded market.
The objective
My goal was to craft brand and packaging systems for Custom Classics that felt premium yet accessible, with elevated finishes (rubber tires, rich detail, collector appeal) and consistent identity across dozens of models. The designs needed to scale globally while giving each vehicle its own unique personality within the system.
The result
The refreshed Custom Classics line emerged with a sophisticated, collectible feel—detailed rubber-tires variants, strong identities, and packaging that communicated value. The series, first released in 2007, has become a recognized entry in collector circles thanks to its premium cues and design consistency.
