Photo Credit:Associated Press
Formula 1 and Mattel, Inc. have announced an exciting new multi-year global licensing partnership that will bring the thrill of F1 racing to a 1:64 scale through Hot Wheels products. This collaboration aims to captivate both young fans and adult collectors, merging the adrenaline of motor racing with the excitement of toy cars.
The partnership kicks off this year with the release of a unique F1 car, available on Mattel Creations. This limited-edition die-cast car features a special Hot Wheels racing livery, including the iconic number ‘68’ on the nose, interchangeable tires, a full-metal body chassis, and bespoke F1 casting. This initial release sets the stage for a broader range of F1-themed Hot Wheels products, which will be launched in 2025.
Hot Wheels, a brand that has sold over eight billion cars in more than 150 countries, was the top-selling toy globally in 2023. The collaboration with F1 is expected to further enhance its popularity by bringing the intricate details of F1 cars to the palm of your hand. Fans can look forward to seeing Hot Wheels at select Grands Prix, where there will be fan-focused activations and retail opportunities starting in 2025.
Emily Prazer, Chief Commercial Officer of F1, expressed her excitement about the partnership, stating, “This exciting collaboration with Mattel will bring together the adrenaline of motor racing and the excitement of toy cars and provide opportunities to see the fine details that go into an F1 car, all in the palm of your hand. It’s more than just a partnership; it’s a celebration of speed, creativity, and innovation that will bring fans a new way to engage with the sport”.
Roberto Stanichi, Executive Vice President of Hot Wheels, echoed this enthusiasm, highlighting the natural fit between the two brands. “Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit. It will bring two of the largest global fan communities together to share their passion for cars and racing”.
This partnership is poised to take F1 fandom to the next level, offering additional consumer touchpoints through digital and retail activations. As the collaboration unfolds, it promises to deliver a unique blend of speed, creativity, and innovation, engaging fans of all ages in new and exciting ways.
