Formula 1 has revealed a licensing partnership to create F1-themed Hot Wheels products, launching the first product today (10 October).

The first product will see the release of a one-of-a-kind F1 car before the full Hot Wheels range is released in 2025. The range will include cars from F1 Teams, as well as products designed to connect with F1’s growing young audience and adult collectors.

Emily Prazer, Chief Commercial Officer of Formula 1, said: “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.”

As part of the agreement, F1 will also welcome the Hot Wheels brand to Grands Prix, with fan-focused activations and retail opportunities, which it hopes will bring families together and celebrate the deal at select events across the 2025 season and in years to come.

Roberto Stanichi, Executive Vice President of Hot Wheels and Head of Vehicles and Building Sets at Mattel, said: “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 engage 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.”

In September F1 looked to build on the surge of younger audiences tuning into the sport, announcing a partnership with LEGO Group to launch F1-inspired LEGO products for builders.

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