Formula 1 to have ‘F1-themed’ Hot Wheels with new partnership

Formula 1 to have ‘F1-themed’ Hot Wheels with new partnership

9th October 2024 0 By Kamron Kent

Formula 1 and Mattel, Inc. have revealed a new partnership to bring F1-themed Hot Wheels toys to fans who love the sport. 

Feature image: Red Bull Content Pool

On Wednesday, F1 announced they had partnered up a new global licensing partnership with Mattel, Inc. to produce F1-related Hot Wheel products at 1:64 size. 

The new partnership is set to kick off this year with a one-of-a-kind Hot Wheels car before the full range of toys is released in 2025. 

The first limited edition die-cast car was launched on Wednesday, October 9, 2024, and featured a special Hot Wheels racing livery to celebrate the partnership between F1 and Mattel. The toy vehicle also includes interchangeable tyres, full-metal body chassis and bespoke F1 casting. 

On the announcement, Chief Commercial Officer of Formula 1, Emily Prazer said: 

“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.”

Alongside the metal chassis and F1 casting, the car will be given the number of ‘68’ on the nose which nods to the brand’s debut.

The full range, which is expected to launch in 2025, features cars from the F1 teams and will include products ‘designed to connect’ with F1’s younger audiences and adult collectors. 

The sport is also set to welcome Hot Wheels to Grand Prix events across the 2025 season with select events, next year and beyond, to celebrate the partnership.

“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit,” commented Executive Vice President, Hot Wheels and Head of Vehicles and Building Sets at Mattel. 

“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 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.”

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Hi, I'm Kamron. I created ApexMotorsports.co.uk in the dying embers of the 2021 Formula 1 world championship. It allowed me freedom to write whatever I wanted to write about which was all things motorsports, my passion. I have put a lot of effort in over the years to keep this website in its best shape and I've loved seeing the brand grow consistently, month-on-month, year-on-year. My ambition is to keep watching this brand grow into a primary outlet of news for all things motorsports whilst fueling my desire to pursue a career in sports journalism, specialising in motorsports.

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About the author

Hi, I'm Kamron. I created ApexMotorsports.co.uk in the dying embers of the 2021 Formula 1 world championship. It allowed me freedom to write whatever I wanted to write about which was all things motorsports, my passion. I have put a lot of effort in over the years to keep this website in its best shape and I've loved seeing the brand grow consistently, month-on-month, year-on-year. My ambition is to keep watching this brand grow into a primary outlet of news for all things motorsports whilst fueling my desire to pursue a career in sports journalism, specialising in motorsports.

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