In a thrilling new collaboration, Formula One has teamed up with Mattel to produce a full range of F1-themed Hot Wheels cars, set to launch in 2025. This partnership aims to combine the exhilarating world of motor racing with the beloved Hot Wheels brand, appealing to both young fans and adult collectors alike.
To kick off the collaboration, Mattel has introduced a limited edition die-cast model available on Mattel Creations. This special release features a unique Hot Wheels racing livery and boasts an array of impressive features, including interchangeable tires, a full-metal body chassis, and a bespoke F1 casting. The model also displays the iconic number ’68’ on the nose, commemorating the year Hot Wheels made its debut.
The upcoming full range, expected in 2025, will showcase cars from various F1 teams and is designed to engage Formula 1’s expanding younger audience. The collection aims to resonate with fans of all ages, fostering a sense of connection to the sport through collectible items.
As part of this partnership, Formula 1 will welcome the Hot Wheels brand to selected Grands Prix, offering fan-focused activations and retail opportunities that aim to bring families together in celebration of motorsport. These initiatives will enhance the experience for attendees during the 2025 season and beyond.
Emily Prazer, F1’s Chief Commercial Officer, expressed enthusiasm for the collaboration, stating, “This exciting partnership with Mattel will bring together the adrenaline of motor racing and the excitement of toy cars, providing 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 offer fans a new way to engage with the sport.”
Roberto Stanichi, Executive Vice President of Hot Wheels and Head of Vehicles and Building Sets at Mattel, echoed this sentiment, noting, “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 largest global fan communities to share their passion for cars and racing. Our collaboration allows kids to replicate the thrill of F1 racing and connects our loyal communities on a global scale. Like Hot Wheels, F1 embodies thrill and performance, and the broad collection we’ve created will elevate F1 fandom, along with additional consumer touchpoints through digital and retail activations.”
This partnership marks a significant milestone for both brands, promising an exciting future for fans of Formula 1 and Hot Wheels alike.
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