I was browsing eBay for newly released Hot Wheels. It’s something I do to get an idea of what’s available at stores.
I was surprised to see what sellers are asking for the 2021 ’71 Datsun 510 Super Treasure Hunt. As you can see in the above image, this seller is asking $210. This seller is not alone. Every other seller who has a 2021 ’71 Datsun 510 Super Treasure Hunt listed is asking over $200. Those who post one for sale below $200 quickly find a buyer. It’s a significant amount of money, considering the sellers obtained these toy cars by finding them at Walmart, Target, Dollar General, or their local grocery store for around $0.99.
Turning $0.99 into $200 is what the hosts of Planet Money would consider a good investment.
What is a Treasure Hunt?
A Treasure Hunt is a special, more difficult-to-find version of a regular Hot Wheels vehicle, featuring a better paint job and superior graphics that set it apart from a standard Hot Wheels vehicle. Mattel releases 12 Treasure Hunts a year. They used to appear in their own set and were identified on the card as a Treasure Hunt. Then, in 2013, Mattel stopped releasing them in their own set.
They released Treasure Hunts in other sets. The only identifier they have is a small logo on the vehicle, either a circle containing flames or a small “TH.” The packaging also has the circle flame printed behind the vehicle. Click here to see this year’s Treasure Hunts. Personally, I don’t understand the purpose of regular Treasure Hunts anymore. Most of them look kind of goofy.
I’ve found regular Treasure Hunts on the pegs at Target, and I’ve left them on the peg. In my opinion, they weren’t even worth a dollar.
What is a Super Treasure Hunt?
A Super Treasure Hunt is a more special, much more difficult-to-find version of a regular Hot Wheels vehicle. It will have Spectraflame (metallic) paint and Real Rider (rubber) tires. Like the regular Treasure Hunts, Mattel releases 12 new ones each year. It means each year, there are 12 Treasure Hunts and 12 Super Treasure Hunts.
Click here to see images of this year’s Super Treasure Hunts. In my opinion, the Super Treasure Hunts always look great. I’ve never found one on the pegs that I didn’t buy.
As much as I appreciate the specialness that is a Hot Wheels Super Treasure Hunt, I would never spend $200 on one. Part of the appeal of collecting Hot Wheels is that they cost only a dollar to buy.
Super Treasure Hunts have always sold at a premium
Although Super Treasure Hunts have always commanded high prices on the secondary market, they’ve never sold for over a hundred dollars in the year of their release. This 1971 Datsun 510 Super Treasure Hunt is selling for a lot more than $100.
People have a lot more money to spend on nonessential, frivolous items than they usually do. When times are tough, people don’t have money to spend on stupid, unnecessary items. The complete opposite is true now. People have so much money to spend on things they don’t need, it’s driving up prices. It’s one of the reasons Target had to stop selling most sports trading cards and Pokémon cards. Unopened products were selling for a high price on the secondary market, making the shopping environment… hazardous.
Update (8 November 2025)
The price of the 2021 Hot Wheels ’71 Datsun 510 Super Treasure Hunt looks to have dropped since it first appeared on the pegs at retail stores. That’s the way it works.
