More than toys: In conversation with Craig Callum

Mr Callum, who are you - and what drives you 

Craig Callum. I'm Senior Design Manager for Hot Wheels die-cast product design. So I lead the team that designs the die-cast cars. What drives me? Honestly: other people's passion for cars. This enthusiasm is infectious. I saw early on what cars can do to people - that "wow" feeling when something drives past on the road and you immediately know: that's special. I wanted to be someone who could create that feeling. Someone who makes it possible for others.

We are standing in the middle of the Design Centre. What does a normal day look like here?

"Normal" is difficult here. We work on an incredible number of designs every day. There are over 450 die-cast products in our Hot Wheels mainline alone. And on a day-to-day basis, each designer may be working on three or four cars at the same time. Sometimes we sit together as a team and discuss concepts: What is the next idea we really want to pursue? Sometimes we are in calls with our production teams in Malaysia, Indonesia or Thailand and clarify how we can get a design into production. It's often a constant balancing act: how can the shape remain strong - and how can it be produced at the same time? We also build mood and inspiration boards, we check proportions using 3D models and 3D prints. And we test. Important, especially for the mainline: The cars have to work on the track. We have test tracks, we let them roll, we check loops and runs. This is not "playing with cars". This is serious testing. And then there are event weeks. In October, for example, we had the Legends Tour, during which the Mercedes Art Piece was also presented. Our partners were in town - there's always something happening. Every day is different. Sometimes even every hour.

What inspires you most: classics, future studies or pop culture?

All of the above. Everyone in the team has their own specialisms - as a manager, I need a broad perspective. At Hot Wheels, the spectrum ranges from pop culture icons and historic hot rods to licensed models and our own designs. In my private life, I'm into classics and traditional hot rods. At work, I really try to soak up everything: the more sources, the better.

How does an idea become a Hot Wheels - from the first stroke to the miniature? 

It starts with the concept: What kind of car should it be - and what should it stand for? Then we brainstorm as a team, sketch, throw ideas around and push each other. And at some point, the reality check comes: Will kids love it? Will collectors love it? Our audience is everything - from three to 103. Then one person usually takes over the model as "their" car and it goes into 3D. Our sculpting team translates the sketch into a model, we tweak it until the look is right. Then we print prototypes in 3D to check the scale and proportions - that's worth its weight in gold because we have the thing in our hands before it even exists. Then the data goes to production and we work with the teams until it works in production exactly as it did in the design. Once the first samples are there, we check the surface, details and effect. And at the very end, the graphics team creates the final deco - the design on the car.

And how long does it take?

Depending on the car. But on average: twelve to eighteen months, from briefing to the shelf. That's a long time. We are constantly working far ahead - at the moment we are already looking towards 2027.

Is there a model that you would describe as your signature ?

Totally. I have a real racing car: a 1931 Ford Model A hot rod that I built 15 or 16 years ago. I race it every year on the beach in Denmark - at the Rømø Motorfestival. Back then I thought: How crazy would it be if this car became a Hot Wheels one day? And that's exactly what happened. It's now a mainline model. It's my favourite - because it really is my car. It's called "Old Red". Old Red is mine. Full stop.

What makes a Hot Wheels more than just a little machine?

A Hot Wheels car has speed in it. You look at it and it tells you: "Speed", "Power", "Performance". Even when it's still in its packaging. And that makes it more than just a vehicle. For collectors, it's a jewel, something they chase after. For children, it is a toy - but also a kind of key. When children play with it, they imagine they are really driving this car. We give them the keys to some of the coolest cars in the world.

Was there a design that was unexpectedly popular with the fans?

Yes. I've designed a pretty wide range of cars - from "Moustache", a completely crazy car with a moustache in the middle that flips out, to my own racing car, the Ford Model A. And it was the reaction to "Old Red" that surprised me. It's a very traditional, historic pre-war car - not automatically "mainstream hype". But since the launch, there has suddenly been so much response: media, news, custom versions from fans. This has triggered a wave that I didn't see coming. And that's just great.

Three Hot Wheels that everyone should own

"Old Red" - of course. And if you're starting from scratch, you need the icons: "Twin Mill" - two engines at the front, that silhouette, instantly legendary. Then "Bone Shaker" - skull and crossbones, the classic hot rod myth. And I'll add a fourth one: the "E.T. Scorcher", the hero car from "Let's Race". It's extremely popular and looks great.

About the person: Craig Callum is Senior Design Manager for Hot Wheels Die-Cast Product Design. He and his team are responsible for the design of Hot Wheels miniatures - from the initial idea through 3D models and prototypes to the finished mainline model. His personal signature car: "Old Red", a 1931 Ford Model A hot rod - built in real life and immortalised as a Hot Wheels model.

And three favourite cars in real life?

My tastes are wildly mixed. If someone asks me: "Which one car would you choose?", I say: probably 50 different cars. I want to experience each one. Each one has its own character. I feel like I've had 37 cars since I got my driving licence. I just like to try things out. The market today is huge: every brand delivers something different, even within a brand there are worlds apart. I like vehicles that still feel "analogue", where driving is really part of the experience. And at the same time, it's also great to get into something that carries you in a relaxed manner by itself. You'd actually need a garage with 20 or 30 cars - then it's perfect.

Looking ahead: What trends in car design will land at Hot Wheels next?

We are heavily influenced by the real car world - we want to stay authentic. A lot is happening right now with technology: autonomous, efficient, new systems. For us, the drive itself is less important - our cars are powered by gravity or boosters. What is exciting, however, is what the design makes of it. At the moment, you see a lot of "active aero": moving aerodynamic elements that change - depending on the brakes, downforce, situation. That's visually powerful. And in the end, it's always about the image: children should look at it and think: "Wow, that's fast."

Hot Wheels is part of a Mercedes launch. How does such a cooperation work?

Mercedes is a great partner. We have been working together for a long time and have many Mercedes-Benz models in our portfolio. When they approached us and wanted this art piece, it was a huge opportunity. Normally we design wild stuff that kids put in their pockets and take home. And suddenly we get to scale that energy to a full-size car. That's crazy. Our goal was: You should see the car and understand it immediately: This is Hot Wheels. So we didn't shoot it "quieter", we wanted to take it to this level. Wild, but still authentic. We thought of it almost as if a child were describing what the coolest Mercedes should look like: Can he imagine this thing doing loops? That it jumps? That it looks like an adventure? We have translated this logic into a real object.

Can you drive it?

Unfortunately not. It's an art object. Of course, we briefly hoped to be able to drive it ourselves in the end. But who knows - maybe one day.

And it will remain a one-off?

The full-size art piece: yes, one. But there will be hundreds of thousands of small versions.

And at the normal price?

Yes. It's coming to the mainline - those $1/1.20 cars you get everywhere. It was important to me that it really gets into kids' hands. We designed it as the ultimate hot wheels version - and then it should also be as readily available as possible.

And for all those who would like to have the car on their own shelf, there's good news: The CLA will be available as a die-cast in spring 2026. The large work of art will remain unique, and it will then be available in a small version for the shelf.

→ mattel.com