Hot Wheels and Formula 1 announce partnership

New partners Hot Wheels and F1 will bring out a range of 1:64 scale products as the world’s biggest form of motorsport grows even bigger.

The first of these new products is a one-off car wrapped in a special Hot Wheels racing livery, which celebrates the new partnership and includes Real Rider wheels with interchangeable tyres. The car dons the number 68, a reference to Hot Wheels’ creation in 1968, and comes in a ‘Kar Keepers’ clamshell collector case.

Despite Mattel owning brands like Barbie, UNO and Polly Pocket, the Hot Wheels products continue to be some of the highest selling toys on the market and are sold in more than 150 countries. Combine that with the 700 million fans of F1 and you’re on to a winner, especially ahead of the sport’s 75th anniversary next year.

Emily Prazer, chief commercial officer of Formula 1, said: "The exciting collaboration 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.”

After the initial product drop, the range will expand exponentially from 2025 and beyond as part of a multi-year partnership agreement.

words: Mike Booth
pictures: Hot Wheels