By Allison Watkinson
TLL Reporter
Formula 1 and Mattel have launched a global multi-year partnership for fan activations and licensed Hot Wheels products inspired by the Formula 1 racing brand.
“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit,” said Mattel EVP, Roberto Stanichi. “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,” added Stanichi. “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.”
The partnership is kicking off this year with the release of a limited-edition Formula 1 x Hot Wheels die-cast car, ahead of the debut of a full Hot Wheels F1 range in 2025.
Launched through Mattel Creations, the limited-edition die-cast car includes features such as Hot Wheels racing livery, interchangeable tires, a full-metal body chassis and custom F1 casting.
The full Hot Wheels F1 product range will include cars from existing F1 Teams and feature a range of products designed to connect with F1’s growing young audience, as well as appeal to the adult collector demographic.
In addition to the licensed toys and collectibles, Formula 1 will welcome Hot Wheels to its Grands Prix racing competition with a variety of co-branded fan activations and retail opportunities at select motorsports events across the 2025 season and beyond.
“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 Formula 1 CCO, Emily Prazer. “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.”
Launched in 1950, Formula 1 is an international motorsports competition that operates annual Grands Prix seasons that include a series of high-speed races with FIA-certified Formula 1 vehicles.
The Formula 1 brand and racing competition is owned by the Formula 1 Group, a subsidiary of Liberty Media.
Hot Wheels and Formula 1 Speed into Multi-Year Licensing Partnership
