HOT WHEELS RACERVERSE
BARBIE
As part of the Hot Wheels RacerVerse expansion, Barbie joined the lineup as a high-speed racer in a bold, limited-time crossover available exclusively at Target. This campaign introduced an exciting new play experience that blended the action of Hot Wheels with Barbie’s aspirational spirit. The result was a vibrant, retail-first rollout that put a pink spin on the raceway.
MY ROLES
Branding Identity
Segment Guide Development
Graphic Design
SEE BELOW FOR DETAILS
APPROACH
RETAIL STRATEGY & BRAND ALIGNMENT
I led the design and development of the segment guide, creating a full visual strategy that respected the core DNA of both brands. This included defining how Barbie’s world of empowerment and storytelling could integrate seamlessly with Hot Wheels' high-energy style. I worked closely with cross-functional teams to ensure tone, color, and messaging hit the right balance, building a retail presence that felt fresh, on-brand, and exciting.
EXECUTION
MERCHANDISING DESIGN & DIGITAL EXECUTION
To bring the campaign to life, I designed a full suite of retail and digital assets, including in-store displays, endcap banners, shelf strips, and promotional graphics. The exclusive pink-track playset and Barbie-themed vehicles were at the heart of the visuals, carefully placed to drive attention and sales both in-store and online. Every touchpoint was crafted to maximize shopper engagement and celebrate this unique crossover with style and speed.