As it turned out, the Hot Wheels brand was a staggering success. The series completely disrupted the whole industry for small die-cast car models from 1968 onwards, forcing the competition at Matchbox and elsewhere to completely rethink their concepts, and to scramble to try to recover lost ground. Harry Bentley Bradley did not think that would be the case and had quit Mattel to go back to the car industry. When the company asked him back, he recommended a good friend, Ira Gilford. Gilford, who had just left Chrysler, quickly accepted the job of designing the next Hot Wheels models. Some of Hot Wheels' greatest cars, such as the Twin Mill and Splittin' Image, came from Ira Gilford's drawing board.