I’ve always found MSCHF very strange. They sell strange products for exorbitant amounts (see the series of boxes with keys in them,) and I theorize they may be a money laundering scheme.
They even sold those big red boots for $350.00!!
The hotwheels brand apparently allows this usage via custom sales. It appears to be a legitimate store operation, you just need to read and understand what you are getting.
my impression is they aren't malicious in their store's intent - they are sort of demonstrating how to profit by capitalizing on the niche collectors market, sneaker-heads especially.