Frank Witsil

Detroit Free Press

Less than a year ago, Rogelio Mills was visiting his adult son, an avid Hot Wheels collector, when he realized that the toy cars had taken over the apartment. There were hundreds and hundreds of them.

So many, Mills said, he had no place to sit down.

Mills suggested that his son — who had been collecting for years — part with some.

They took some of the collectible toys to the Gibraltar Trade Center, a huge public market, in Mt. Clemens, and set up a small table outside. Then they started hawking some of the cars they had brought. Before long they had sold out.

"Then, we went on the inside and got a small booth -- I think it was 10 by 10 -- and he did it again," Mills said, recalling how the one-time sale began turning into a business. "And then we moved to another booth -- doubled in size -- and he did it again."

Ford employee and son break Hot Wheels record

Now, the duo has a shop named Charles’ Hot Wheels Store, at the trade center.

It is open three days a week, Friday, Saturday and Sunday, and sells hundreds of new and vintage Hot Wheel cars ranging from about $2 to $1,000 each, as well as a variety of Hot Wheels-branded merchandise, including bikes and Barbie dolls.

Mills said that he projects the shop will have more than $100,000 in revenue in its first year, and hopes to open similar stores in malls.

"We sell a lot of cars," he said. "Everything moves."

In a conversation edited for clarity and space, Mills talked about what it takes to start a small business.

QUESTION: Is this a store that works in metro Detroit because we are the Motor City?

ANSWER: That's a good question. I've thought about that, because I'm from North Carolina. I'd like to say yes. But, since I've never been anywhere else with the store, it's hard to say. I've often wondered that. The people in Detroit, in Michigan, are good people. And you are crazy about your cars. People in Michigan are car crazy.

Q: Do you find that one type of car sells better than others?

A: Actually, the store is categorized based on car and make, Ford, Chrysler, General Motors, and then your imports and then what we call your bobo cars.

Q: As an entrepreneur, what advice would you give on starting a business?

A: First of all, I always tell people: Do what you love, and love what you are doing. The reason is because to start a business -- and notice I emphasize the word love -- it's a commitment. You have to be committed to what you are doing. To do that, you have to find out everything you can about a business. It's like dating. If you really love it, the next step is to do what you can with the information that will be beneficial to the relationship or the business. Lastly, don't give up.

Q: So fall in love, get married, and don't get divorced?

A: There you go!

Q: You said you contacted Mattel, the manufacturer, and now have some kind of deal with the company?

A: Yes. The cars were moving so fast, it was putting a strain on me to go to stores that were carrying the brand, and I thought: Why can't I just go to Mattel. Well, I found out you can't go to Mattel, because stores have exclusive contracts. I went to them and that's how it started.

Q: So what is the arrangement with Mattel?

A: We contract to use the logos, the name, Hot Wheels?

Q: And they supply merchandise?

A: Yes. That's a part of the agreement. It's a partnership. I cannot disclose the terms.

Q: So what is next?

A: Our plans are to have a Mattel store, and open another Hot Wheels store. It will be in a mall setting.

Q: Knowing what you do now, is there anything you would do differently?

A: Yes. There's tons of things. If I knew, we'd sell out like we have, and that we'd have a contract with Mattel, I'd probably would have set up a store directly to the mall.

Q: Do you have any advice for collectors, so they don't become so fascinated with cars that their collection doesn't push them out of their home?

A: Noooo. I'm not a psychologist. I'm not a psychiatrist. So I'm going to leave that alone.

Rogelio Mills

Title: Owner, president

Experience: Author, television host

Family: Son, Charles Curry, 35

Hobbies: Music, playing piano