Hot Wheels Archives - Retro Reminiscing Video and Pictures

Small Shots was one of those 1971 toy ideas that sounds strange now, but made sense once you see it. Mattel basically took the Hot Wheels idea and put little dolls on skates, wagons, carts, and other rolling stands that could run on Hot Wheels-style track.

The commercial is pure early ’70s toy advertising. Everything moves fast, the kids act amazed, and the announcer makes it sound like this was the next big thing. It was not just a doll, and it was not just a car. It was Mattel trying to mix both worlds together.

That was probably the real idea. Hot Wheels was huge with boys, while dolls were usually marketed to girls. Small Shots tried to pull both sides together — little fashion-style figures that could race, roll, and crash down a track. It was a clever idea, even if it also feels a little odd today.

Another interesting note: one of the early Small Shots commercials is listed among Jodie Foster’s early TV commercial work. She was still a child actor at the time, years before most people knew her name.

Small Shots did not last very long, but it is a great example of how toy companies in the 1970s were willing to try almost anything. Dolls on Hot Wheels track? Why not. In that era, if it rolled, launched, flipped, or crashed, somebody was going to put it in a commercial.

It was great the first day you got the track, but the fun didn’t stop there. A new car didn’t cost all that much, even for a kid, and suddenly the whole race changed. One new car meant new matchups, new winners, new arguments, and another reason to reset the track and try again.

Hot Wheels were introduced by Mattel in 1968, created to compete with Matchbox, but they had a completely different attitude. Matchbox cars looked more like regular cars you’d see on the road. Hot Wheels looked like something a kid dreamed up: wild colors, big wheels, racing stripes, spoilers, flames, and hot rod styling. The first line is remembered as the “Original 16” or “Sweet 16.”

And they were fast. That was the magic. Mattel built them with low-friction wheels and axles, wider hard-plastic tires, and a suspension design that helped them fly down those orange plastic tracks smoother than other little cars of the time. The Strong National Museum of Play notes that Mattel engineers wanted them to “zoom,” using thick plastic mag wheels, minimal-friction axles, and torsion-bar suspension.

Then came the tracks. If you got a new setup, like the one with the Super Charger, it worked with the track you already had. That was the genius of it. You didn’t have to start over. You just added on. A curve here, a loop there, a launcher, a jump, and suddenly your living room floor became Daytona, Indy, and a demolition derby all at once.

Looking back, Hot Wheels were a great value because every piece made the whole thing better. One car could change the race. One track set could change the whole afternoon. And for a kid, that little orange track and one fast car were enough to make the whole room feel like a speedway.

Tag: Hot Wheels

Small Shots: Mattel’s Hot Wheels Dolls

Probably no toy gave me more joy than Hot Wheels.