Fun, Fun, Fun (Until Daddy Takes Your Hot Wheels Away)

Written by Ed Driscoll
Published April 09, 2004
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The Rise of the 1/1 Scale Muscle Car...

In the early 1960s, Tom Wolfe wrote The Kandy-Kolored Tangerine-Flake Streamline Baby for Esquire magazine (it would later appear in, and be the title of, Wolfe's first book). Wolfe introduced much of middlebrow America to the previously low-rent world of car customizing. Wolfe, then a reporter for Esquire and The New York Herald Tribune, went to out Southern California and met with Ed "Big Daddy" Roth, George Barris, and other men who would eventually become somewhat famous--and make a pretty healthy living--for their car-customizing efforts.

Detroit eventually caught on that there was a real market in America for souped-up, customized automobiles, and in the mid-1960s, started issuing the first of what would be called their muscle cars.

... And The 1/64 Scale Muscle Car

In contrast, at about the time Detroit was feeling the need for speed, in the toy world, replica cars were a pretty staid affair. The industry was dominated by England: Corgi's larger-size die-cast cars, and Matchbox's 1/64th scale replicas were the front-runners. But they were largely sold in hobby shops, and their traditional British understatement appealed more to adult collectors than a kid looking to recreate his older brother's '65 Mustang fastback.

Mattel saw an opening for a toy car that recreated some of the speed and power of Detroit's mag wheeled muscle cars. The idea was to build something the same 1/64th scale as Matchbox's toy cars (a little larger than HO scale model trains), but with wheels wide and smooth enough to go fast and a fair distance, when pushed. ("Gee, look at those son of a bitches go. They can really go, can't they?!" is what one amazed Mattel executive said at the time.) And the wheels would recreate the chromed "mags" on muscle cars, unlike the skinny, featureless tires that Matchbox cars of the time were equipped with. (Matchbox would later creatively "borrow" the speedy wheel design of Hot Wheels. And in a nice bit of irony, Mattel buy the Matchbox line from the British Lesney company almost thirty years later.)

Mattel's first efforts debuted in the middle of 1968, with models of the Ford Mustang and Chevy Camaro, Detroit's two best selling muscle cars. Soon after, Mattel managed to scoop Chevrolet, by having a Hot Wheels version of the newly redesigned '68 Corvette, before its big brother hit the showrooms. It helped that Mattel employed (just as they still do) automobile designers from Detroit to design both copies of 1/1 scale cars, and imaginative fantasy cars as well.

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Fun, Fun, Fun (Until Daddy Takes Your Hot Wheels Away)
Published: April 09, 2004
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Section: Books
Filed Under: Books: Reference, Books: History
Writer: Ed Driscoll
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Comments

#1 — April 9, 2004 @ 09:23AM — Doc [URL]

My brother was more into Matchbox cars than I. However, I remember the coolest toy (I think it was Matchbox vesus the other guy) they made was a gizmo to let you MAKE your own injection mold matchbox cars. Hot molten plastic being forced into a little mold holding two pathetically weak axels w/wheels. Now that was cool.

Ah, the good old days when toys could still give you 3rd degree burns...

#2 — April 9, 2004 @ 14:34PM — Eric Olsen

Thanks Ed, great job! I loved my Hot Wheels, and had the tracks that wrapped around the flipping block. My fave was to set the track at an extremely steep angle and send the cars flying across my room and into a target.

#3 — April 10, 2004 @ 16:43PM — Jim Carruthers [URL]

I loved trying to get the cars to go through the loop-the-loop set, but I didn't really connect them to real cars (well, except for The Batmobile, because Batman was more real than race car drivers -- and then when I saw the real Batmobile at an auto show years later, was crushed because it wasn't as cool as it was in my imagination).

One interesting addition was that Mattel tried to use the axel-wheel configuration from Hot Wheels in other toys. I remember getting a Pebbles and BamBam dolls with roller skates made out of Hot Wheels chassis.

#4 — April 10, 2004 @ 19:10PM — HW Saxton Jr.

I loved my Hot Wheels cars. I even had
the Supercharger set.I was preferable to
my "Johnny Lightning" cars though.

They were so much faster and flashier.
After a few weeks of usage however,the
damned front wheels would tweak inwards
making them into firecracker fodder.


#5 — April 11, 2004 @ 22:21PM — Natalie Davis [URL]

Screw boys. (MOST figurative.) This female human LOVES Hot Wheels cars with a long-held passion and is most intrigued by the book -- save for any passages saying these toys are male-oriented.

#6 — April 12, 2004 @ 19:25PM — js

having three boys and one girl Ive seen them grown to the point that I would not pigeon-hole anyone upon what the perceived gender inclinations might be but I have seen them definately split and go their own gender specific ways after adolescence doing away with both my son's ability to play house and my daughter's lack of concern for clothes...to natalie...keep chipping away at societal preconceptions just try to not let it get you bitter

#7 — April 16, 2004 @ 13:25PM — Justene [URL]

My brothers had Hot Wheels but I didn't. My mother put up with my love of sports but beyond that, I got the girl toys. I can close my eyes though and remember with extreme clarity sitting with my brothers' new cars and checking out the details.

#8 — April 16, 2004 @ 14:23PM — Tom Johnson [URL]

I knew a guy in high school whose dad collected, and I mean collected Hot Wheels, among many other things. When you walked into their house, what did you see? Hot Wheels. Everywhere - he'd even bought official display cases like you'd find in stores for them. He had nearly ever Hot Wheel ever produced, still sealed in blister packs, thousands upon thousands of them adorning every wall in several rooms, plus case after case of stored cars, of course still in blister packs. He would go around to stores every day after work, travelling far out of town to the distand Kmarts/etc. to find those more rare cars (because there were less people to buy them he often found the unusual ones.)

It was a bit of a sickness, but it was really entertaining to see. There's nothing better than the look on the face of a Hot Wheels collector than when you tell him you saw a car in whatever new color scheme they'd come up with to sell a few more. That was one of their techniques - take the same old car and repaint it every so often. The collectors, of course, have to have every derivation. And, man, was he happy to find a flawed car - those were worth big bucks, too, apparently due to their rarity. It's a weird world out there.

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