Formula 1 and Mattel, Inc. have entered into an exciting new multi-year global partnership, unveiling plans to bring F1-themed Hot Wheels products to fans worldwide. The collaboration aims to translate the thrill of Formula 1 racing into a 1:64 scale, making it accessible to both young enthusiasts and seasoned collectors.
The partnership will officially commence this year with the launch of an exclusive F1 car, featuring a distinctive Hot Wheels racing design. This limited-edition die-cast model will include the iconic Hot Wheels number ‘68’ on the nose, interchangeable tires, and a full-metal body chassis. Set to be available on Mattel Creations, the car will offer collectors a sneak peek into the broader Hot Wheels F1 collection scheduled for release in 2025. The upcoming range will feature cars from various F1 teams and will cater to a wide range of audiences.
In addition to the product line, Hot Wheels will also be a visible presence at select F1 Grands Prix. Fan-focused activations and retail opportunities will celebrate the partnership, offering interactive experiences that bring families closer to the world of F1 racing during the 2025 season and beyond.
Global Reach of Hot Wheels
Hot Wheels has an impressive global presence, being available in more than 150 countries. In 2023, Hot Wheels’ 1:64 Assortment was ranked as the top-selling toy item worldwide, according to Circana, a prominent market research company. With over eight billion cars sold since the brand’s inception, Hot Wheels continues to captivate fans with its extensive collection of miniature vehicles.
Formula 1’s Chief Commercial Officer, Emily Prazer, expressed her excitement about the collaboration. “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,” Prazer said. “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.”
A Celebration of Speed and Innovation
Roberto Stanichi, Executive Vice President of Hot Wheels, shared his enthusiasm for the partnership. “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.”
Stanichi also emphasized the unique opportunities the collaboration will provide for fans, particularly younger audiences. “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.”
The partnership will not only feature the die-cast cars but also include additional touchpoints, such as digital and retail activations, designed to enhance fan engagement and take F1 fandom to a whole new level.
Looking Ahead
Fans of both F1 and Hot Wheels can look forward to the upcoming product line and fan experiences in 2025, as this collaboration promises to create a unique fusion of motorsport excitement and toy innovation.
For more details about the partnership and to get your hands on the limited edition F1 Hot Wheels model, visit Mattel Creations or follow Formula 1’s official channels.