Formula One teams up with Hot Wheels

Formula One (F1) has signed a multi-year global licensing partnership agreement with Mattel, Inc, which will see the two parties collaborate to create “F1-themed Hot Wheels”, with a one-of-a-kind F1 car set to be released.

The full Hot Wheels edition will launch in 2025 and feature cars from the original F1 grid and teams, inclusive of products designed to connect with the younger F1 audience. 

F1 will also integrate the Hot Wheels brand into the Grands Prix and host various fan experiences at select events throughout the 2025 season and beyond. 

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Emily Prazer, Chief Commercial Officer of Formula One, commented:

“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.”

Roberto Stanichi, Executive Vice President, Hot Wheels & 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 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.”