Hot Wheels and PROTON Saga launch new packaging designed by a child

Hot Wheels and Proton have launched new packaging that features the designs of a child on it after it concluded a kid's design competition, making it the first time a toy brand has done something like this. The design, which is slated to be available for purchase in 2024, is by Jane Harn who hails from Penang.

The competition came shortly after Hot Wheels and PROTON’s first collaboration, which was a Hot Wheels 1:64 scale diecast of the 1985 Proton Saga. This was Malaysia’s first national car and was done in conjunction with Mattel Malaysia’s 40th anniversary celebration.

In 2023, Hot Wheels and PROTON decided to make their collaboration even more meaningful with the announcement of the Hot Wheels x PROTON Kids Design Competition. The brands invited kids from across the nation to get involved and captured the essence of ‘A Malaysian national car’ to be featured in a special edition of the product.

With the new look, the Hot Wheels Proton Saga is set to be brought to the global stage as it joins the world’s top-selling Hot Wheels singles collection, of which Mattel Malaysia is the sole manufacturer.

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“For over 50 years, Hot Wheels has been known for igniting and nurturing the challenger spirit that lives within every kid to help them reach their true potential,” said Murat Ariksoy, general manager of Mattel South Asia. He added that the Mattel team aims to brings new and thrilling experiences to develop kids’ skills and confidence to take on the world by combining competition, experimentation and creativity.

“At Hot Wheels, we’re always designing with kids in mind,” said Matt Gabe, the lead packaging designer at Hot Wheels. “This competition has been a great way to see first-hand what impact car culture has had on participants and get a glimpse into their creative minds,” he added.

The 40th Anniversary of Mattel Malaysia has included many firsts. Namely, the brand’s first collaboration with PROTON, the first chance to bring Malaysia’s national car in diecast form to people around the world and the first Hot Wheels diecast to feature packaging designed by a kid.

Earlier this year, PROTON’s subsidiary, PRO-NET, appointed Malaysian boutique agency The Clan to handle its social media management. The agency’s appointment began in March, with the contract slated to last the period of a year with the option to expand another year. Its duties included the creation and execution of campaigns on Facebook, Instagram and TikTok.

Moreover, The Clan was appointed not only to increase awareness for the brand within an expanding market, but also to differentiate the brand amongst its competitors by getting Malaysians inspired for a more innovative future.

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