Formula 1 announces new multi-year partnership with Hot Wheels

Formula 1 and Mattel, Inc. have revealed a new global licensing partnership that will involve the creation of F1-themed Hot Wheels products to bring the thrill of racing to 1:64 scale.

 

 

The collaboration will begin this year with the introduction of a unique Formula One car. In 2025, the entire Hot Wheels line will be unveiled, including team vehicles and merchandise to appeal to both the sport’s expanding youth fan base and adult collectors.

The limited edition die-cast car, which debuted today on Mattel Creations, features a full metal body chassis, custom F1 casting, and an iconic Hot Wheels racing livery with the number ’68’ on the nose. It also comes with interchangeable tires. With fan-focused activations and retail possibilities that unite families and celebrate the alliance at specific events throughout the 2025 season and beyond, F1 will also welcome the Hot Wheels brand to Grands Prix. Hot Wheels’ Single 1:64 Assortment, which is available in more than 150 countries, was the best-selling toy worldwide in 2023, according to American market research and technology company Circana. Over eight billion of the recognizable cars have been 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,” said Emily Prazer, Chief Commercial Officer of F1.

 

“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.”

As Head of Vehicles and Building Sets at Mattel and Executive Vice President of Hot Wheels, Roberto Stanichi continued, “Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit.” It will unite two of the biggest fan bases in the world to share their love of motor vehicles and racing. “We have developed a program in partnership with Formula 1 that enables children to experience the exhilaration of Formula 1 racing, enabling them to drive like professionals and interact with our devoted communities worldwide. Similar to Hot Wheels, Formula One (F1) is all on speed and vehicle performance, and our extensive collection will increase F1 fanaticism and provide new consumer touchpoints like digital and retail activations.”