Imagine a world where the joy of childhood meets the creativity of design—a place where miniature toy cars are not just plastic models but vessels of delight and imagination. Craig Callum, the creative chief of Hot Wheels, embodies this magical connection. For him, creating toys isn’t just a job; it’s a passion that revolves around making children happy. “In the toy design world, we create fun for kids,” he asserts, emphasizing the importance of understanding what brings joy and development to young minds.
Hot Wheels has been a staple of childhood play since its inception in 1968. The brainchild of Elliot Handler, who also introduced Barbie dolls to the world, Hot Wheels started with a simple blue custom Chevrolet Camaro. Fast forward to today, and the brand boasts a diverse lineup of around 450 different cars each year, blending real-life models with whimsical creations like cars shaped like wheeled toilets or fantastical supercars.
Callum’s journey to becoming a toy designer is as colorful as the cars he creates. Growing up in Sandy, Bedfordshire, his fascination with cars ignited during a school run in his mother’s Citroën 2CV. Witnessing the excitement cars brought to people left a lasting impression on him. “Cars can create this kind of reaction in people,” he recalls, which propelled him to start sketching imaginative vehicles, including hotels on wheels with helicopter pads. Encouraged by his mother, he set his sights on becoming a car designer.
After honing his skills at Coventry University, Callum initially worked on full-sized vehicles. A twist of fate led him to Lego, where he helped launch the Speed Champions line. This experience paved the way for his transition to Hot Wheels in late 2022, where he now serves as the design manager in California. His eclectic collection of classic cars, which includes iconic models from his youth, followed him across the ocean.
One of the fascinating aspects of toy car design is the meticulous process that goes into creating each model. It’s not merely about scaling down real cars to a 1:64 size; the design team delves deep into the car’s character, working to maintain its proportions while ensuring affordability. “Making a perfectly accurate 1:64-scale car for $1 is a big challenge,” Callum shares.
Today, technology plays a pivotal role in the design process. The team utilizes AI and 3D printing to create prototypes quickly, allowing them to test the cars on those signature orange tracks, ensuring they can handle a loop-the-loop. Callum emphasizes the importance of keeping the spirit of childhood alive in their designs, stating, “All designers are striving to hold on to that five-year-old’s joy and creativity.”
As the industry shifts toward sustainability, Callum is keenly aware of his responsibility. He believes that the most sustainable toy is one that lasts through generations. The company is actively exploring recyclable materials and changing packaging practices, ensuring that the toys not only bring joy but also align with environmental principles.
This August, Callum will participate as a judge in the Hot Wheels Legends Tour in the UK, where custom car enthusiasts have the chance to see their designs turned into toys. He appreciates the refined approach of the UK designers, saying, “I always love this leg of that tour because I think the UK just gets it.”
When asked if he ever feels tempted to turn his own cars into toys, Callum laughs, acknowledging that the custom designs from the Legends Tour are far superior. “Our Legends designs are all much better anyway! I would be doing them an injustice if I compared the work they do on their cars to my own,” he says, showcasing his humility despite his impressive credentials.
As we delve into the vibrant world of toy car design, Craig Callum’s journey exemplifies the intersection of creativity, nostalgia, and innovation. His commitment to producing joy through toys while embracing sustainability sets a remarkable standard in the industry. After all, in a world where laughter is the best medicine, Callum and his team at Hot Wheels are crafting the vehicles of happiness, one miniature car at a time.
