An Exclusive Hot Wheels® Diecast Collection
Drakes Supermarkets is the largest independent grocery retailer in Australia with over 80 stores across South Australia and Queensland.
Following the successful first to market collection in 2023, TCP implemented a second 15-part exclusive Hot Wheels® diecast collection featuring unique designs of the #1 global toy brand not available elsewhere in Australia.
The 6 week campaign commenced in October 2025 and customers were offered a free Hot Wheels® diecast car with every $60 spent in one eligible transaction at all participating Drakes Supermarkets.
The 15 Hot Wheels® diecast cars were released as 3 different mixes on a fortnightly basis during the in-store promotional period to ensure customers made multiple visits to complete the collection.
1 million Hot Wheels® diecast units were produced in total.
The promotion also featured a personal appearance by Matt Mingay, Australia #1 Hot Wheels Stuntman and racing driver.
- Content licensing & IP approval
- Production management
- Scale out fulfilment & global logistics
- Affinity partnership & brand strategy with Mattel and Drakes Supermarkets