Formula 1 secures a new global partnership with Hot Wheels, expanding its growing portfolio of high-profile collaborations.
Following its collaboration with Lego, Formula 1 has announced a new multi-year global partnership with Hot Wheels.
This partnership is the latest in a series of major agreements secured by F1 over the past month, including deals with LVMH, Lenovo, Santander, and Lego.
Hot Wheels, a Mattel brand founded in 1968, has become the world’s leading supplier of die-cast toy cars, and in 2023, its 1:64 scale models made it the best-selling toy worldwide.
Hot Wheels models are available in 150 countries, with over eight billion of these iconic toys sold over the past 50 years.
This new multi-year partnership is a fresh opportunity for the sport to engage younger fans with F1, starting this year with the launch of a 1:64 Hot Wheels F1 car featuring interchangeable tires.
In 2025, the partnership will accelerate with fan activations at select Grand Prix events and retail opportunities.
“This exciting collaboration with Mattel will merge the thrill of motorsport with the excitement of miniature cars, offering fans the chance to experience the intricate details of an F1 car, all in the palm of their hand,” said Emily Prazer, Chief Commercial Officer of F1.
“This is more than just a partnership; it’s a celebration of speed, creativity, and innovation, giving fans a new way to connect with the sport.”
Roberto Stanichi, Executive Vice President of Hot Wheels and Global Head of Vehicles and Construction Play at Mattel, added: “Hot Wheels has always aimed to fuel a challenger spirit, making this partnership with Formula 1 a natural and exciting fit.”
“This will bring together two of the largest fan communities in the world to share their passion for cars and racing.”
“In collaboration with Formula 1, we’ve developed a program that allows kids to recreate the excitement of F1 racing, where they can drive like the pros and engage with our loyal global communities.”
“Like Hot Wheels, F1 is synonymous with thrills and automotive performance, and the extensive collection we’ve created will elevate F1 fandom to new heights, with additional consumer touchpoints through digital and retail activations.”
A full range of Hot Wheels models representing all 10 F1 teams will launch in 2025, along with additional products aimed at engaging both young fans and adult collectors.
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Hot Wheels Joins Formula 1 for Major Global Collaboration Hot Wheels Joins Formula 1 for Major Global Collaboration
