Exciting news in the world of motorsport! Formula 1 has teamed up with Mattel, Inc. in a new global licensing partnership.
This multi-year collaboration is set to bring fans F1-themed Hot Wheels products, featuring a 1:64 scale die-cast car as the flagship release.
The limited-edition car has a full-metal chassis and comes with interchangeable tires, adorned with a special Hot Wheels racing livery showcasing the number ’68.’
You can pre-order this exclusive item now through Mattel Creations. And that’s not all—by 2025, fans can expect to see a wider range of Hot Wheels products, including detailed replicas of F1 team cars and unique collector pieces.
Rudy Carezzevoli/Getty Images
Emily Prazer, F1’s Chief Commercial Officer, shared her enthusiasm about the partnership:
“This collaboration with Mattel captures the thrill of racing and toy cars. It offers fans the chance to appreciate the incredible details of F1 cars, right in their hands.
“It’s not just a partnership; it’s a celebration of speed, creativity, and innovation, providing fans with a new way to connect with the sport.”
Hot Wheels is a renowned name in the toy industry, reaching over 150 countries and dominating the toy market with its 1:64 scale cars. In 2023, it was declared the best-seller in its category, with over eight billion cars sold globally over the past fifty years.
Roberto Stanichi, EVP of Hot Wheels, added:
“The spirit of Hot Wheels has always been about embracing the challenger mindset, making this collaboration with Formula 1 a natural fit. We aim to unite two massive global fan bases to share their love for cars and racing.
“Together, we’re creating opportunities for kids to experience the excitement of F1 racing and to connect with our vibrant communities worldwide.
“Both Hot Wheels and F1 thrive on excitement and performance, and our extensive collection will elevate F1 fandom while engaging consumers through both digital and retail avenues.”
This partnership follows Formula 1’s recent announcement of a ten-year deal with luxury brand LVMH.
F1 CEO Domenicali also commented on this significant collaboration:
“Our sport thrives on excellence, a value that resonates deeply with LVMH. This partnership, starting in 2025, perfectly aligns with our growth strategy as we aim to engage a broader and more diverse audience while enhancing the fan experience.”