The Hot Wheels Urban Shredder was the halo project during my time as Mattel's Senior Hardlines Designer. Invented by Hot Wheels designer Dave Sheltman as a ride-on for his kids, we developed the product in partnership with Dynacraft, our long-time United States bike licensee.
The Urban Shredder truly was a "whole new way to ride," and unlike anything else on the market.
Following Dave's development of the initial prototype, I picked up as the project lead - spearheading the relationship with Dynacraft and carrying the project through to the end.
I led the charge on aesthetic design, including color, materials and finishes. We worked closely to ensure the paint colors were on-trend and ready for market, and developed an innovative treatment to apply the gloss graphics to the side of the matte plastic body - giving the Shredder an action-sports inspired look that would appeal to older boys.
The Shredder ultimately came in three trend colors - black with accents of either red, neon green or Hot Wheels blue.