Toyrock Group and Mattel Expand Partnership in the Nordics

At Toyrock Group, we’re excited to share that our partnership with Mattel is growing even bigger! Starting in January 2025, we’ll be taking on the distribution of Hot Wheels Monster Trucks across the Nordics. Our collaboration with Mattel began in 2016, and this is the next big step on our shared journey of growth.

Hot Wheels Monster Trucks is one of Mattel’s fastest-growing product lines, and 2025 is shaping up to be an exciting year for fans in the Nordics. Stores will see an expanded range of new products, including die-cast models, large Arena playsets, and collectibles. On top of that, Hot Wheels Monster Trucks Live™ returns to Denmark in March, with shows in Copenhagen and Herning.

Martin Netinder, CEO of Toyrock Group, says: “It’s an honor to further develop this successful partnership with Mattel. We’ve seen amazing growth, especially in Finland, and this new chapter opens up even more opportunities across the Nordics.”

Joel Sidney, Mattel’s Country Manager for Nordics and Benelux, adds: “Toyrock has been an important and trusted partner for us for many years. We’re grateful for the collaboration we’ve had so far and excited for this new chapter starting in 2025.”

This strengthened partnership with Toyrock Group underscores Mattel’s commitment to delivering thrilling, high-quality entertainment experiences to fans across the Nordics. With Toyrock Group’s expertise in distribution and market reach, Hot Wheels Monster Trucks is ready to captivate even more fans, combining exciting in-store launches with the adrenaline-fueled energy of Hot Wheels.