Behind The Scenes: Hot Wheels Design Studio [w/Video]

Hot Wheels' vice president of design Felix Holst has spent some time chatting to Cool Hunting about the brand's design philosophy at its Design Studio at Mattel's headquarters in El Segundo, California, in a new video.

According to Holst Hot Wheels has evolved from being focused on muscle cars and V8 engines to being all about technology as a reflection of the new generation they're designing for. 

He explains the benefits of designing over 240 vehicles a year that aren't limited by rules and regulations, saying in a studio that's driven by pushing the boundaries, it's a question of just how wild they can get. 

The video really captures not only the men's passion for their jobs but the fun they have doing it. Small wonder Holst says he'd never go back to car design, and reveals the studio is packed with qualified car designers who chose Hot Wheels over conventional jobs in the industry. 

We also hear from Hot Wheels Car Maker's designer Julian Payne, who explains how the new Car Maker – which gives you the chance to mold your own custom Hot Wheels at home – works.

Check out the video to the left for more of the behind the scenes feature.

By Rufus Thompson