Hot Wheels and Formula 1 announce partnership

Hot Wheels and Formula 1 have announced a partnership to release a series of 1:64 scale products, combining the excitement of toy cars with the thrill of the world’s most popular motorsport. This collaboration is expected to capitalize on the massive global fanbase of both brands, with the first item being a special-edition car featuring a Hot Wheels racing livery. The car, sporting the number 68 in honor of Hot Wheels’ founding year (1968), includes Real Rider wheels with interchangeable tires and comes in a collectible ‘Kar Keepers’ clamshell case.

Although Mattel owns well-known brands such as Barbie, UNO, and Polly Pocket, Hot Wheels remains one of its most popular products, sold in over 150 countries. With Formula 1 boasting around 700 million fans worldwide, this partnership is poised to be a huge success, particularly with F1’s 75th anniversary coming up next year.

Emily Prazer, Formula 1’s Chief Commercial Officer, expressed excitement about the collaboration, highlighting how it will merge the worlds of motor racing and toy cars. Prazer noted that fans will get to appreciate the intricate details of an F1 car in a miniature version, allowing them to engage with the sport in a new and innovative way.

Following the release of the initial product, the range will expand significantly starting in 2025, with the partnership set to continue for several years.