$140,000 Hot Wheels Bling

 - Feb 17, 2008   Updated: Apr 11 2011
References: elitechoice.org
Commemorating its 40th year, Hot Wheels has created a $140,000 coupe designed by jeweler, Jason, of Beverly Hills, CA. The 18k white gold car is encrusted with 2,700 diamonds weighing 23 Carats. The car will be auctioned off sometime this year with proceeds going to Big Brothers Big Sisters.

"Designed by celebrity jeweler Jason of Beverly Hills, the car along with its unbeatable design in bathed 18-karat white gold and detailed with micro pave-set brilliant blue diamonds. The engine features unwanted white and black diamonds and the logo comes to limelight with its glittering diamonds. Whilst red rubies reside on the tail lights, the black diamonds and red enamel produces the “red line” tires. In total, the car features around 2,700 diamonds weighing 23 Carats. To make it look complete, it is supported by a tailored case that houses the jewel-encrusted vehicle in its body bearing 40 individual white diamonds."

Implications - This diamond-studded Hot Wheels toy is an example of consumers' hunger for decadence after the end of the recent recession.