Formula 1 and Mattel, Inc. have announced a new global licensing partnership aimed at creating F1-themed Hot Wheels products, bringing the excitement of racing to a 1:64 scale. The collaboration will begin this year with the launch of a unique F1 car, followed by a full range of Hot Wheels products featuring various teams, set to debut in 2025. This lineup will target both the sport’s younger audience and adult collectors.
The limited edition die-cast car, now available on Mattel Creations, showcases a distinctive Hot Wheels racing livery with the iconic number ‘68’ on the nose. It features interchangeable tires, a full-metal body chassis, and a custom F1 design.
F1 will also introduce the Hot Wheels brand at select Grands Prix, offering fan-centric activities and retail opportunities that promote family engagement and celebrate the partnership during the 2025 season and beyond.
Hot Wheels’ Single 1:64 Assortment, available in over 150 countries, was identified by American market research firm Circana as the top-selling toy globally in 2023, with over eight billion of the beloved cars sold over the past 50 years.
“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," said Emily Prazer, Chief Commercial Officer of F1.
Roberto Stanichi, Executive Vice President of Hot Wheels, and 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 engages 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," Stanichi concluded.
Earlier F1 announced a 10-year partnership with LVMH, a luxury brand group starting from 2025.
