F1 signs a partnership with Hot Wheels

Formula 1 continues to forge partnerships. After the agreement with Lenovo as a global partner, as well as those with Santander bank and the LVMH group as official partners, the institution announced a new multi-year partnership [license] with Hot Wheels, an American toy brand owned by the Mattel group.

Also read: Champagne will return to Formula 1 podiums in 2025

The partnership will begin this year with the release of a unique F1 car, before the full range of Hot Wheels – including team cars and products aimed at both the sport’s growing young audience and adult collectors – is launched in 2025, as stated in the statement shared by Formula 1.

A first model before replicas in 2025

As part of this partnership, a first molded car was presented. It sports a special Hot Wheels racing livery, notably featuring the iconic number “68” on the nose, and includes interchangeable tires, a fully metal chassis, and custom F1 molding. The number 68 is often used by the brand for its miniature models, in reference to the year of its creation (1968). Other models featuring the official team colors will follow in the next year.

This alliance will also include activities during Grand Prix weekends, with fan-focused events and retail opportunities. Emily Prazer, F1’s commercial director, expressed her excitement about this collaboration: “This exciting partnership with Mattel will bring together the adrenaline of racing and the excitement of toy cars, while offering the opportunity to discover the details of an F1 car, all in the palm of your hand.”