Conceived in 1968, the line of scale 1:64 cars Hot Wheels was made with an unmistakable look. In over 55 years of history, the brand evolved from a simple line of car toys to a franchise who offers multi channel play experiences throughout videogames, digital contents, collaborations and live experiences for all ages.
This collaboration represents an important step for Primigi, from almost 50 years alongside families, strengthening its commitment in creating an even deeper bond with kids, inspiring them to explore the world with fun, fantasy and awareness of their potential.
An union of values and visions, Primigi and Hot Wheels share a common objective: accompanying the new generations on their journey towards future, sustaining their dreams and growth. Together, ready to make every adventure unique and unforgettable.
Starting from the Fall/Winter 2024-2025 season, Primigi will introduce in a collection some exclusive models of footwear dedicated to the Hot Wheels world, by merging style, quality and the unmistakable energy of the brands. A unique opportunity to make the youngest live the adventure also through fashion.
