Hot Wheels fans will soon be able to get officially endorsed Formula One cars into their collections.
This is thanks to the first ever partnership between toy manufacturer Mattel and the sport’s parent company Liberty Media, which will see die-cast 1:64 scale Formula One cars enter the market, under a variety of team names.
First out the starting blocks is what Mattel describes as a one-of-a-kind collector’s edition, featuring a special Hot Wheels racing livery to celebrate the partnership between the two brands.
Available now from Mattel Creations, it features unique Real Rider wheels with interchangeable tyres, as well as full-metal body and chassis. You might also notice the number 68 on its nose, intended as a tribute to the year the Hot Wheels brand first came to life. Further to that, buyers of the limited edition model will receive a ‘Kar Keepers’ clamshell case.
“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula One is a natural and exciting fit,” said Roberto Stanichi, executive vice president at Hot Wheels, who says it will bring two of the largest global fan communities together, to share their passion for cars and racing.
“In collaboration with Formula One, we have put together a programme 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,” Stanichi added.
Formula One’s chief commercial officer Emily Prazer said the Hot Wheels scale models would also allow fans to see and appreciate the finer details that go into an F1 car.
“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,” Prazer said.
The multi-year collaboration is expected to expand throughout the 2025 season and beyond, the companies said.
IOL