Convention - SDCC 2025 : Hot Wheels Rolls Out Cinematic Nostalgia with Back to the Future and Jaws Exclusives

By Mulder, San Diego, Convention Center, 26 july 2025

San Diego Comic-Con 2025 proved, once again, that nostalgia can be a powerful magnet when fused with expert craftsmanship and pop culture reverence, and nowhere was this more evident than at the Mattel Hot Wheels booth. Occupying a prime spot at the Mattel Creations area inside the San Diego Convention Center, the booth was not simply a display — it was a living, breathing tribute to two cinematic giants: Back to the Future and Jaws. From the moment attendees entered the space, they were enveloped by an atmosphere that blended museum-like presentation with the excitement of a collector’s treasure hunt. The first impression was one of polish and theatricality: dramatic lighting, thematic backdrops, and a flow that encouraged visitors to linger, admire, and, of course, snap photos for posterity. For long-time fans of the brand, it was less like visiting a vendor and more like stepping into a carefully curated pop culture exhibition where the medium happened to be 1:64 scale die-cast art.

The booth’s crown jewels were two San Diego Comic-Con exclusives, each meticulously crafted to celebrate major anniversaries of films that have left an indelible mark on cinema. The Hot Wheels Back to the Future 40th Anniversary Set was an instant showstopper. This collector’s edition did more than reproduce the legendary DeLorean — it recreated an entire scene, placing the stainless-steel time machine alongside Doc Brown’s Enterprises truck in a miniature diorama of Twin Pines Mall. Every inch of the design radiated authenticity, from the gleaming silver finish of the DeLorean to the precise signage that any fan could quote by heart. Presented in display-worthy packaging that invited collectors to keep it pristine or display it proudly, the set captured that unique Back to the Future alchemy: equal parts sci-fi wonder, small-town charm, and the thrill of possibility. Fans standing in front of the display often found themselves sharing anecdotes about their first time seeing the 1985 classic, and how this model brought back that rush of excitement. The price tag — $32 — felt almost symbolic, a modest toll for a ticket back in time.

If the DeLorean was a journey through time, the Hot Wheels Jaws 50th Anniversary Set was an immersive plunge into cinematic terror. Displayed against a backdrop that evoked the rippling waters of Amity Island, the set recreated the iconic “You’re gonna need a bigger boat” scene with an artistry that struck a perfect balance between whimsy and menace. The ill-fated Orca boat was rendered with delicate wood grain textures, and the vintage-style shark — all menacing grin and lurking posture — seemed poised to breach at any moment. The packaging itself was a visual love letter to the era, borrowing ‘70s-inspired design cues and a watery finish that seemed to ripple in the light. More than one attendee was overheard quoting Roy Scheider’s famous line while holding the box, proof that Mattel had succeeded in making the set more than a collectible — it was a conversation starter, a shared cultural memory reborn in miniature form. Priced the same as the Back to the Future set, it was clear that Mattel understood the value of pairing nostalgia with quality craftsmanship.

The experience of acquiring these exclusives was also part of the booth’s allure. Rather than the usual crush of elbows at a convention counter, Mattel opted for a timed entry lottery system for badge holders, giving each winner a 60-minute shopping window. This approach not only made the process more relaxed but also gave collectors time to truly explore the displays without feeling rushed. For those without badges, a limited number of public slots were opened each afternoon, a move that was met with appreciation from local fans who could only attend outside the standard ticketing system. Inside the booth, the flow was deliberate — visitors were guided from the headline exclusives to other offerings, including the charming Mario Kart Pauline Vehicle, which drew smiles from younger attendees and video game fans alike. The blend of Hollywood tributes and playful modern additions reinforced the brand’s unique ability to cater to multiple generations at once.

What stood out most about the Hot Wheels booth at SDCC 2025 was not just the product, but the way it celebrated the culture surrounding it. Staff members, many of them genuine enthusiasts, were eager to share behind-the-scenes details about the design process, including how the Jaws set’s shark required multiple prototypes to get the “retro toy” look just right, or how the Back to the Future set’s diorama base was inspired by archival reference photography from Universal Pictures. Conversations naturally drifted from die-cast specifics to childhood memories, reinforcing what Nick Karamanos, Mattel’s senior vice president of Creations & Entertainment Partnerships, had emphasized in pre-event press releases: these exclusives were about more than miniature cars — they were about bringing fans back to the moments that shaped their imaginations. As one fan eloquently put it while clutching his Back to the Future set, “This isn’t just plastic and metal. This is my Saturday nights in 1985, back in my hands.”

By the end of the weekend, the Hot Wheels booth had become one of SDCC 2025’s standout destinations, not because it relied on flashy gimmicks, but because it delivered a masterclass in how to honor pop culture history while keeping a brand’s DNA intact. In an era when so many exclusives chase trends, Mattel’s approach felt refreshingly timeless — focusing on precision, storytelling, and a shared sense of joy. Whether you were a lifelong collector, a casual movie fan, or someone simply curious about the crowd gathering around the booth, it was impossible to walk away without feeling the pull of those tiny wheels and the larger-than-life worlds they evoked. In short, the Mattel Hot Wheels booth didn’t just showcase collectibles — it reminded everyone at SDCC why we collect in the first place.

You can discover our photos in our Flickr page here and here

Photos and video : Boris Colletier / Mulderville