Hot Wheels partners with F1 in a groundbreaking multi-year deal that will see the toy manufacturer produce die-cast F1 cars from 2025.
This collaboration marks a significant milestone as it aims to merge the exhilarating world of Formula 1 racing with the imaginative realm of Hot Wheels, creating a unique experience for fans of all ages.
The partnership will not only introduce a new line of F1-themed Hot Wheels products but also engage both young audiences and adult collectors, enhancing the overall fan experience in the motorsport community.
Hot Wheels has long been recognized as a leader in the toy industry. According to market research firm Circana, their Single 1:64 Assortment was the top-selling toy item globally in 2023, demonstrating their widespread appeal.
With over eight billion cars sold over more than half a century, Hot Wheels has established itself as an integral part of childhood play for generations.
Hot Wheels partners with F1 in a deal that is set to kick off with the launch of a limited-edition die-cast F1 car shrunk down to 1:64 scale, featuring a special Hot Wheels racing livery.
This unique model is designed to celebrate the collaboration between these two iconic brands and will be available on Mattel Creations.
The die-cast F1 car boasts an array of impressive features, including interchangeable tires, a full-metal body chassis, and a bespoke casting that captures the essence of real racing cars. Notably, the car is adorned with the number ’68’ on its nose, paying homage to the year Hot Wheels was first introduced.
This initial offering sets the stage for an expansive product range that will roll out in 2025, featuring various teams and designs that reflect the thrilling nature of Formula 1.
Emily Prazer, Chief Commercial Officer of Formula 1, expressed her enthusiasm for this collaboration, stating that it will bring together the adrenaline of motor racing and the excitement of toy cars.
“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,” said Prazer.
“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.”
Executive Vice President of Hot Wheels at Mattel, Roberto Stanichi echoed this sentiment by highlighting how this partnership aligns perfectly with Hot Wheels’ ethos of nurturing a challenger spirit.
“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit,” added Stanichi. “It will bring two of the largest global fan communities together to share their passion for cars and racing.
“In collaboration with Formula 1, we have put together a program that allows kids to replicate the thrill of F1 racing where they can drive like the pros and engages with our loyal communities on a global scale.
“Like Hot Wheels, F1 is all about thrill and car performance, and the broad collection we’ve created will take F1 fandom to the next level along with additional consumer touchpoints like digital and retail activations.”
As part of this partnership, Hot Wheels will also be present at select Grand Prix events starting in 2025. This initiative will include fan-focused activations and retail opportunities designed to bring families together and celebrate their shared love for racing.
These activations promise to boost the atmosphere at races, providing interactive experiences that resonate with fans both young and old.
This partnership marks the latest F1 deal following brand link-ups with LVMH, Lenovo and Santander over the last month.
