Hot Wheels has announced the launch of a new platform, “Challenge Accepted,” aimed at encouraging young children to develop resilience and a growth mindset. The platform is designed to promote the idea that abilities and intelligence can be developed through effort, helping children embrace challenges and learn from failure.
The toy brand, owned by Mattel, has long been associated with igniting what it calls the “challenger spirit” in children. Its latest initiative seeks to further this mission by empowering children through interactive play. Hot Wheels collaborated with Mindset Works, a global leader in growth mindset development, to create the platform. The partnership allowed Hot Wheels to gather insights into the importance of fostering resilience at an early age.
Research conducted by Hot Wheels and Mindset Works surveyed parents and children aged four to eight. It revealed that 77% of children believe they can learn anything with effort. However, 71% of parents admitted to stepping in to help their children when faced with small challenges, potentially hindering the development of a growth mindset.
Dr Lisa Blackwell, co-founder of Mindset Works, explained that children are naturally inclined to adopt a growth mindset in their early years. However, by the age of five, children begin to develop fixed beliefs about their abilities as they encounter new expectations at school. “All of these factors can contribute to children developing fixed mindsets and deter them from manifesting the challenger spirit,” said Dr Blackwell. She highlighted the role that adults and play can have in helping children overcome this challenge.
The research also indicated that children who play frequently with Hot Wheels toys are 32% more likely to take on new challenges and embrace trial-and-error learning, which is central to the growth mindset concept.
As part of the new initiative, Hot Wheels has created the Hot Wheels Challenger Spirit Fund. This programme is designed to provide resources and opportunities that help children build a growth mindset. The fund’s inaugural partner is Mission 44, a charity founded by seven-time Formula One World Champion Sir Lewis Hamilton. Mission 44 aims to create a fairer, more inclusive future for young people and works to empower them to overcome social injustice and succeed in areas such as education and STEM (Science, Technology, Engineering, Mathematics).
Roberto Stanichi, Executive Vice President of Hot Wheels and Head of Vehicles at Mattel, said: “Hot Wheels has always been focused on igniting the challenger spirit in every child, and we strive to build meaningful partnerships to help further that mission. We’re honoured to work with a partner like Mission 44, and together, we’ll inspire and encourage children to take on new challenges both on and off the track.”
Hot Wheels will officially launch the Challenge Accepted platform on October 17 at the United States Grand Prix in Austin, Texas. In collaboration with Mission 44, the brand will host a youth STEM event at the Circuit of the Americas racetrack. Hot Wheels designers will be on hand to teach young people about the physics behind toy building and the principles of trial and error, under the theme “Try. Fail. Repeat. Grow.”
Jason Arthur, CEO of Mission 44, welcomed the collaboration, saying: “Together with Hot Wheels and their Challenger Spirit Fund, we will be able to unlock the power and potential of young people, no matter what their background.” To learn more about Hot Wheels Challenge Accepted mission, or how parents help introduce and foster a growth mindset through play, visit www.shop.mattel.com/pages/hot-wheels-challenge-accepted.