Polski
Lewandowski Joins Hot Wheels and Miniso's Toy Revolution: Two Signals for 2027
This week in the toy industry reveals two different but complementary directions in market development: global celebrity marketing and a rebuild of product portfolios around in-house brands. We look at what the Hot Wheels campaign featuring Robert Lewandowski and Miniso's strategy tell us about the state of the toy industry ahead of the 2027 season.
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01 · Marketing and Licensing
Lewandowski Enters the World of Hot Wheels [1]
Mattel has officially launched Hot Wheels Class of Legends, a new, prestigious circle of brand ambassadors. Its members include Robert Lewandowski, Colombian artist Maluma, and well-known automotive content creator Supercar Blondie. It's the first initiative of its kind in the brand's history, which is a notable image event in itself [1].
For the Polish footballer, a special model was created — a 1997 Porsche 911 GT1 in white and red, featuring his number and referencing his signature goal-celebration gesture [1]. Neither the car nor the colors were chosen at random — the entire concept was built around the player's personal story, showing just how precisely global toy brands now tailor their ambassador partnerships.
It's worth noting that this is already Lewandowski's second collaboration with Hot Wheels in 2026 — he previously served on the jury of the Hot Wheels Legends Tour Poland [1]. The "Challenge Accepted" campaign therefore shows something more than a one-off promotional stunt: it's a long-term strategy for building a relationship between a collectible brand and a recognizable sports figure, one that appeals to younger toy fans and adult car collectors alike. For the Polish market, it's also a signal that local ambassadors carry real value in the global campaigns of major toy corporations.
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02 · Market Expansion
Miniso Bets on In-House Brands as the Toy Market Grows [2]
A signal from a completely different part of the market comes from the Chinese chain Miniso, which — as China Daily reports — is steadily moving away from a model built on Hollywood licenses in favor of developing its own IP [2]. This is most evident in the new Miniso Land store format launched in Chengdu, where over 80% of the assortment already consists of products under the company's own brands [2].
This shift in strategy isn't happening in a vacuum. The article cites data from research firm Circana, according to which global toy sales across the 15 markets analyzed grew 9.5% year over year, with growth accelerating to as much as 14% in the first half of 2026 [2]. This shows that the collectible toy market isn't just growing — it's growing faster and faster, and that major retail players see this as the moment to build their own brand value rather than continuing to rely on outside licenses.
Putting the two stories side by side reveals a clear pattern: on one hand, brands like Hot Wheels are investing in emotional, personalized stories featuring recognizable faces [1]; on the other, retailers like Miniso are building independence from outside licenses by betting on their own product universes [2]. Both approaches share one thing in common: collectibility and strong brand identity are becoming key growth drivers in the toy industry today.
Summary
Summary
This week showed that the future of the toy market is playing out on two fronts at once — global marketing built around star power, and the strategic rebuilding of in-house brand portfolios. For distributors and retailers, that means tracking both trends now while planning their 2027 offering. Want to talk about how these changes will affect the Polish market? Join us at World of Kids 2026 – Branżowe Targi Produktów Dziecięcych, Zabawek i Placów Zabaw (Warsaw Toys & Kids Expo), where you'll meet manufacturers, distributors, and industry experts from across the sector.
Invitation
The collectible Hot Wheels model featuring Lewandowski and Miniso's overhauled product lineup are just a preview of what's coming to the toy industry in the seasons ahead. Want to see the latest from toy, children's products, and playground equipment manufacturers in person, and talk strategy for 2027? Visit World of Kids 2026 – Branżowe Targi Produktów Dziecięcych, Zabawek i Placów Zabaw (Warsaw Toys & Kids Expo) and stay on top of the trends driving the entire market.
World of Kids 2026Footnotes
[1] Branża Dziecięca — https://branzadziecieca.pl/aktualnosci/robert-lewandowski-hot-wheels-kampania-challenge-accepted[2] China Daily — https://global.chinadaily.com.cn/a/202609/08/WS6a9f667ee4b06d4aa055ce15.html