Source – Formula1.com
A new worldwide licensing agreement between Formula 1 and Mattel, Inc. will see the development of Hot Wheels goods with an F1 theme, bringing the excitement of racing to 1:64 size.
Formula 1 has joined forces with Hot Wheels in a thrilling new partnership that will unite two of the world’s most iconic names in motorsport and toy culture. This multi-year collaboration promises to rev up excitement for both young fans and avid collectors, as the adrenaline of F1 racing merges with the imaginative world of Hot Wheels. Kicking off this year, the partnership’s first offering is a limited-edition F1 car, released today via Mattel Creations, adorned with a sleek Hot Wheels racing livery and the brand’s signature number ‘68’ emblazoned on the nose. This exclusive die-cast car, crafted with interchangeable tires, a full-metal body chassis, and bespoke F1 casting, is a collector’s dream and the perfect way to celebrate this innovative partnership.
But this is just the beginning. By 2025, fans can look forward to a full Hot Wheels F1 range, featuring the cars of their favorite teams and drivers. These models won’t just cater to the young audience that’s rapidly growing within the sport, but also to the dedicated adult collectors who treasure the precision and creativity of Hot Wheels’ products. This collection will truly embody the spirit of Formula 1, allowing fans to hold a piece of the action right in the palm of their hand.
The collaboration isn’t limited to the die-cast world. Hot Wheels will also be a visible presence at select F1 Grands Prix starting in 2025, with exciting fan activations and retail opportunities designed to bring families together at the heart of the racing action. This partnership goes beyond toys—it’s a celebration of the thrill, speed, and innovation that both brands are known for. Fans attending these events can expect to see immersive Hot Wheels-themed experiences that will add a new layer of excitement to the race-day atmosphere.
According to market research from Circana, Hot Wheels’ Single 1:64 Assortment was the number one selling toy item worldwide in 2023, and it’s easy to see why. Over the past 50 years, more than eight billion Hot Wheels cars have been sold across 150 countries, and this partnership is set to build on that legacy.
“This exciting collaboration with Mattel will bring together the adrenaline of motor racing and the excitement of toy cars,” said Emily Prazer, Chief Commercial Officer of F1. “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 her enthusiasm. “Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit,” he said. “In collaboration with Formula 1, we have put together a program that allows kids to replicate the thrill of F1 racing and engages with our loyal communities on a global scale.”
The fusion of Formula 1’s high-octane racing and Hot Wheels’ legendary toy cars is set to take F1 fandom to new heights. With this partnership, fans of all ages will be able to experience the thrill of Formula 1 like never before, both on the track and in their homes. Whether it’s through collectible cars, digital experiences, or live activations at Grands Prix, this collaboration promises to fuel the passion of racing enthusiasts worldwide.
