Formula 1 Reveals Insane New Multi-Year Partnership
October 10, 2024
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Formula 1 has announced a global licensing partnership with Mattel, Inc.
This multi-year collaboration is designed to bring F1-themed Hot Wheels products to life with a 1:64 scale version.
The partnership’s flagship release is a limited-edition die-cast car that boasts a full-metal body chassis, interchangeable tires, and a custom Hot Wheels racing livery marked with the number ’68.’
This special edition product is now available to pre-order through Mattel Creations. Looking ahead to 2025, fans can anticipate a comprehensive range of Hot Wheels offerings featuring detailed replicas of team cars and exclusive collector items.
Lando Norris of Great Britain driving the (4) McLaren MCL38 Mercedes leads Max Verstappen of the Netherlands driving the (1) Oracle Red Bull Racing RB20 and the rest of the field into turn one at… Lando Norris of Great Britain driving the (4) McLaren MCL38 Mercedes leads Max Verstappen of the Netherlands driving the (1) Oracle Red Bull Racing RB20 and the rest of the field into turn one at the start during the F1 Grand Prix of Singapore at Marina Bay Street Circuit on September 22, 2024 in Singapore, Singapore. (Photo by Rudy Carezzevoli/Getty Images)
Rudy Carezzevoli/Getty Images
Emily Prazer, Chief Commercial Officer of F1, commented on the exciting new partnership:
“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.”
With a presence in over 150 countries, Hot Wheels has been a leading force in the toy market, evident from its record-holding 1:64 assortment, the best-seller toy category worldwide in 2023 according to Circana. Over the past five decades, the brand has reached an impressive milestone, having sold over eight billion cars globally.
Roberto Stanichi, EVP of Hot Wheels, explained:
“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.”
This comes after Formula 1 announced a ten-year partnership with luxury goods titan LVMH.
F1 CEO Domenicali commented on the extensive partnership:
“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025.
“As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport.”
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