Assuming you’re even a little bit like me since you’re reading this, do you ever glance over at the “monster trucks” when perusing the Hot Wheels at your local retailer? Walmart in particular seems to have a firm grasp on the format, and truth be told, a lot of those monster trucks are pretty feckin’ cool looking. They’ve come a long way – even in the last couple of years – from monster truck fan “purist” to fun vehicles with quirky designs and myriad color schemes that pretty much anyone who enjoys Hot Wheels can enjoy as well.
If you have been paying attention to the “monster trucks” you may have noticed a really bizarre change that happened right around the cusp of 2018 – 2019. Previously all the “monster trucks” were branded as Monster Jam with a little nod to “Hot Wheels” in an upper or lower corner somewhere. Makes sense, right? Well somewhere around the beginning of 2019 (possibly a month or so prior, I won’t pretend to 100% pinpoint the date) I started noticing that a lot of these packages were now simply labeled Monster Trucks, and these Monster Trucks now claimed the “Hot Wheels” logo. Ok…but a little further down on the shelf were Monster Jam. What? Turns out that these “new” Monster Jam toys were owned by conglomerate Spin Master, a sort of multi-billion dollar “third wheel” to Mattel and Hasbro..
Fun Update: After literally a few seconds of research, I found out some concrete info. It pretty much reaffirms what I already observed, but I specifically remember trying to look for this information when I first noticed it to no avail. At any rate, it seems to be common, well-documented knowledge at this point. “Monster Jam” is an event owned by a company called Fled Entertainment (FE). For the past 18 years, FE licensed the name to Hot Wheels who produced over a thousand different trucks. For whatever reason, licensure of the “Monster Jam” name was transferred from Hot Wheels over to Spin Master effective – you guessed it – January 1st, 2019.
Although this ensured the continuation of the “Monster Jam” brand and a new revenue stream for Spin Master, it left a significant hole in Hot Wheels’ catalog, for which “Monster Trucks” was created to directly compete with.
So now we have Spin Master producing all the trucks that Hot Wheels used to produce (I haven’t noticed any differences in the few examples I’ve examined) and Hot Wheels is able to pump out all new, never-before-seen monster truck designs, many of which are based off of Hot Wheels Originals while others are obviously exclusive to the Monster Trucks line.
If you go back to the days of Hot Wheels’ Monster Jam, you may remember seeing the occasional revolving door of hero-themed trucks. Batman and Superman were among the most common, but there was a fairly recent Wonder Woman (somewhere around the release of the film) and a handful of Marvel characters that popped up from time to time, including Captain America, Iron Man, Hulk, Spider-Man, and an increasingly rare Wolverine. Well it seems like Hot Wheels has decided to reinvigorate the idea under their new Monster Trucks label. I spotted Hulk a few weeks back, but not long ago I found a 2-pack featuring Hulk & Spider-Man. What’s really cool is that this is a “new” design for Spider-Man and not the one seen so recently with Monster Jam.
Actually, both Hulk and Spider-Man are pretty much their current respective character cars translated to “giant wheels form.” Does it feel like little more than Character Cars with big wheels…? Unfortunately, yes. I got no problems with the trucks – the quality is good and the big wheels are fun – but I’m struggling to find a real reason why Hot Wheels made such a move. If they want to do “Character Monster Trucks” I’m OK with that, but why start at such a familiar point with cars that have be released and re-released time and time again? It’d be different if we were talking something marginally obscure like Iron Fist or Winter Soldier or perhaps a new IP like X-Men or Fantastic Four, or even physically larger characters like Thanos, Sentinels, Galactus, Ego, or hell, Kingpin….but to “waste” (“introduce”?) this line of “Character Trucks” on 2 characters like this seems like misplaced effort….or desperate (shameless?) cash grab.
Yeah I bought ’em, so what?
I’m not categorically against this direction, but I do want some meaning behind it, whether it be – like I said – a sort of separate, distinct IP from the Avengers or characters that are significantly physically larger than their counterparts. This would be a terrific opportunity to give some love to the Black Order and really inject some detail and menace into them as well as a reworked Thanos. They could even hone in on something like “Spider-Man’s Rogues Gallery”…I just want something to firmly set them apart!
And maybe something will. Maybe we’re just not there yet. Maybe Mattel is testing the waters. I’m very interested to see where it all goes, I just hope where it starts is meant as a hook to sap us in to more thematically purposeful Monster Trucks! Be sure to tell me what you think of all this business below!
All done? Be sure to head on over to Part 2 to see what else is encroaching upon the “monster truck” territory! (If there’s no link yet or if the link is dead, just gimme a few hours!)