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Agenda-setting intelligence, analysis and advice for the global fashion community.

Behind Fashion’s Toys Tie-Ups

From buzzy DTC brands to Gucci, fashion labels are collaborating with beloved toy makers to tap into the marketing power of nostalgia.
Gucci teamed up with HotWheels to create a $120 toy car featuring the brand's signature logo print. Courtesy
Gucci teamed up with HotWheels to create a $120 toy car featuring the brand's signature logo print. Courtesy

Gucci’s latest sell-out product wasn’t a belt, or a bag, or a pair of shoes. It wasn’t, in fact, a fashion item at all. It was a toy car.

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