CONVENIENCE store chain 7-Eleven and play and entertainment company Mattel have announced a new collaboration with a limited-edition Hot Wheels model now on-sale Australia-wide.

Having hit stores on August 7th and retailing for $9.95 – or $7.11 for My 7-Eleven members – the die-cast model is based on the 2017 R35 Nissan GT-R, and features a 7-Eleven-branded paint scheme.

Mattel’s Asia Pacific director of marketing activations Libby McEniry says the brand is excited to bring the collaboration to Australia.

Mattel’s Asia Pacific director of marketing activations Libby McEniry

“Fans are at the heart of the Hot Wheels community, and we’re excited to bring this collaboration to Australia for the first time” 

“Working with 7-Eleven Australia allows us to offer local fans an exclusive collectible that celebrates both the passion and creativity of Hot Wheels enthusiasts.” 

Mattel’s Asia Pacific SVP & managing director Paul Faulkner said the collaboration gives fans the opportunity to own a “piece of automotive history.”

“This collaboration gives fans the opportunity to add a piece of automotive history to their collection. Whether you’re a lifelong collector or discovering Hot Wheels for the first time, this launch is about celebrating the excitement, creativity and sense of community that make the brand so special.”
7-Eleven Australia’s head of category Rob Kirby said its latest Hot Wheels offering marks a milestone for its toys and collectibles category in Australia, after the same model was released in the United States. 

“This marks a big step in expanding our toys and collectibles offering, and it’s a milestone moment for the category at 7-Eleven. We saw just how many customers globally loved the first release out of the United States, and we can’t wait to see local collectors racing in to get their hands on this exclusive 2017 Nissan GT-R (R35),” he said.

“Car culture is important to a large number of our customers; this is all about giving these fans something unexpected and collectible, right alongside their coffee and snacks.”

7-Eleven Australia’s head of category Rob Kirby

As part of the launch, 7-Eleven hosted a car meet at its Rowville store in Melbourne where fans were also given the chance to see a life-size replica of the die-cast model – celebrating its official launch – and were also given the opportunity to receive exclusive Hot Wheels and 7-Eleven merchandise.

The limited-edition GT-R is not the first time Hot Wheels and 7-Eleven have collaborated.

Last year, in the United States, the two brands partnered for a 1:64-scale Toyota Supra Hot Wheels model, also donning a 7-Eleven livery. 

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