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Formula 1 and Hot Wheels rev up new partnership for a new generation of fans

This partnership will combine the speed and excitement of F1 with the timeless appeal of Hot Wheels, creating a unique and engaging experience for enthusiasts of all ages.

Formula 1, the pinnacle of motorsport, has joined forces with Mattel‘s iconic Hot Wheels brand to bring the exhilarating world of F1 racing to a new generation of fans.

This groundbreaking partnership will combine the speed and excitement of F1 with the timeless appeal of Hot Wheels, creating a unique and engaging experience for enthusiasts of all ages.

The collaboration will kick off this year with the release of a limited edition F1 car, designed to capture the essence of the sport. This exclusive model will set the stage for a range of Hot Wheels F1 products to be introduced in 2025, including track sets, playsets, and die-cast models featuring the world’s most iconic F1 cars and drivers.

Emily Prazer, Chief Commercial Officer of Formula 1, 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, Hot Wheels & Head of Vehicles and Building Sets at Mattel, added, “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. 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 engage with our loyal communities on a global scale. Like Hot Wheels, F1 is all about the 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.”

Mattel is a leading global toy company that designs, manufactures, and markets diverse products, including Barbie, Hot Wheels, Fisher-Price, American Girl, and more. Mattel’s products are available in over 150 countries. Hot Wheels’ Single 1:64 Assortment was the number one item sold across all toys globally in 2023 with more than eight billion iconic cars sold over half a century.

Formula 1 is the pinnacle of motorsport, featuring the world’s fastest cars and most talented drivers. With races held on iconic circuits around the globe, F1 attracts millions of fans each year.

Hot Wheels’ expanded role in F1 joins a growing list of recent collaborations with companies like LVMH, LEGO Group, Lenovo, Santander, Aggreko, Globant, Topps, Playseat, McDonald’s, FanCode, Viaplay Group, and beIN Sports.

As the 2024 F1 season heats up, with the United States Grand Prix scheduled on October 18-20, Max Verstappen of Oracle Red Bull Racing Honda RBPT continues to dominate the driver standings. Meanwhile, McLaren Racing has made significant strides in the constructor’s standings, showcasing its competitive edge and proving a formidable force in the sport.

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