In an exhilarating new partnership, Mattel’s Hot Wheels brand and Formula 1® have teamed up to bring the world of F1 to fans like never before. Announced on October 9, 2024, this collaboration unites two iconic brands to create a full range of Hot Wheels products inspired by F1 teams, delivering a thrilling new way for both kids and adults to engage with the sport on a 1:64 scale.
For decades, Hot Wheels has been synonymous with high-octane fun, and now, with this exciting collaboration, Formula 1’s exhilarating speed and precision engineering will be available in the palm of your hand. The first product drop, a special collector’s die-cast car, is already available on Mattel Creations. This limited-edition model features a custom Hot Wheels racing livery, bespoke Real Rider wheels with interchangeable tires, and an all-metal body and chassis. Notably, the car bears the number 68, a nod to the year Hot Wheels first debuted, adding a touch of nostalgia for seasoned collectors.
This unique model, inspired by the original Hot Wheels designs, comes housed in a collector’s ‘Kar Keepers’ clamshell case—perfect for enthusiasts and Formula 1 fans alike. The meticulous attention to detail in this product, from the new F1 casting to the full-metal build, makes it a must-have for collectors who appreciate both the craftsmanship of Hot Wheels and the high-performance world of Formula 1.
“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit,” said Roberto Stanichi, executive vice president at Hot Wheels and Head of Vehicles and Building Sets at Mattel. “In collaboration with Formula 1, we have developed a program that allows kids to replicate the thrill of F1 racing, engaging our loyal communities on a global scale.”
This partnership is set to appeal not only to Hot Wheels’ massive fan base, but also to Formula 1’s global audience of over 700 million fans. With 24 races and some of the world’s most talented drivers competing at speeds exceeding 200 mph, Formula 1 is the pinnacle of motorsport. The partnership marks a new chapter in F1’s 75-year history, offering a fresh way for fans to experience the sport’s innovation and adrenaline.
Emily Prazer, chief commercial officer of Formula 1, expressed her excitement about the collaboration, stating, “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.”
Following this initial product drop, the collaboration will continue to evolve throughout the 2025 season, with more exciting Hot Wheels x F1 products to be released. The partnership will extend beyond physical products, incorporating digital activations and retail touchpoints, further immersing fans in the world of Formula 1.
With Hot Wheels sold in over 150 countries and Formula 1 continuing to capture imaginations globally, this collaboration has the potential to ignite the passion for racing in a whole new generation of fans. Whether you’re a long-time Formula 1 aficionado or a die-hard Hot Wheels collector, this partnership promises an unparalleled fusion of adrenaline and automotive artistry.
For more information, visit Mattel Creations, Hot Wheels, and Formula 1.
