On Wednesday, Formula 1 and Hot Wheels announced an exciting multi-year global licensing partnership that will bring the thrill of racing to 1:64 scale. Kicking off this year, the collaboration will introduce F1-themed Hot Wheels products, beginning with a limited-edition F1 car. In 2025, fans can look forward to an expanded range of offerings, including track sets, playsets, and die-cast models, all designed to capture the essence of Formula 1 racing in a fun and accessible way. This partnership promises to ignite the passion for racing among fans of all ages.
The partnership between the leading global toy company and the world’s most popular motorsports program arrives at a time of unprecedented popularity and cultural appeal for Formula 1. Just last week, F1 secured a decade-long partnership with French luxury goods giant LVMH. This latest collaboration with Hot Wheels is part of a broader strategy to engage and attract a younger, more diverse fan base, further enhancing the sport’s vibrant presence in popular culture.
Speed, Creativity, and Innovation Collide
“The exciting collaboration will unite the adrenaline of motor racing with the thrill of toy cars, offering fans the chance to appreciate the intricate details that define an F1 car, all in the palm of their hand,” said Emily Prazer, Chief Commercial Officer of Formula 1. “This partnership goes beyond a mere alliance; it’s a celebration of speed, creativity, and innovation, providing fans with a fresh way to engage with the sport.”
Now available on Mattel Creations—owner of Hot Wheels—the limited-edition toy racecar boasts a bespoke F1 casting design, complete with Hot Wheels’ signature racing livery and the iconic number ‘68’. This collectible piece captures the essence of Formula 1 racing in a playful, miniature format, making it a must-have for fans and collectors alike.
It also features a full-metal body chassis and interchangeable tires, enhancing its collectible appeal. Priced at $25 USD, the car is set to ship on June 27, 2025, making it a perfect addition for fans eager to embrace this unique fusion of racing and play.
“Hot Wheels has always been about nurturing the challenger spirit, making our partnership with Formula 1 a natural and exciting fit. This collaboration will unite two of the largest global fan communities, allowing them to share their passion for cars and racing,” said Roberto Stanichi, Executive Vice President of Hot Wheels and Head of Vehicles and Building Sets at Mattel. “Together with Formula 1, we’ve crafted a program that lets kids replicate the thrill of F1 racing, driving like the pros while engaging with our loyal communities worldwide. Both Hot Wheels and F1 embody excitement and performance, and the extensive collection we’ve created will elevate F1 fandom to new heights, complemented by digital and retail activations.”
Featured image: @hotwheelsofficial/Instagram
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