After years of producing licensed toy monster trucks, Hot Wheels launched it’s very own monster trucks brand. We built this segment from the ground up, creating a new brand identity and over-the-top attitude to help distinguish Hot Wheels Monster Trucks from the core brand. The result is the #1 selling toy monster trucks brand in the world.
To distinguish from the competition, we treated Hot Wheels Monster Trucks as a character-based segment, taking inspiration from the WWE. One of my major contributions was bringing a core cast of monster truck characters to life with distinct personalities, detailed biographies, colorful catchphrases, and more.
I even oversaw the development of theme music for each monster truck character (click image below to listen).
On YouTube, we brought the characters to life in vivid detail with several premium animation series. These series are the #1 performers on the Hot Wheels YouTube channel.
TVC/OLV
Adam Henkel 