Hot Wheels announces partnership with Formula 1

Formula 1 and Mattel Inc., parent company of the Hot wheels toy brand, have announced a partnership that will see a “full range” of F1 cars reproduced in 1:64 scale diecast form. The first collaboration of its kind between the two global brands commenced with the reveal of a limited-edition F1 car in Hot Wheels livery.

Now available for pre-order through Mattel Creations ahead of release in mid-2025, the Hot Wheels F1 diecast features bespoke Real Rider wheels with three sets of interchangeable Pirelli-branded tyres. The ‘68’ racing number on the nose references Hot Wheels’ 1968 debut year, while the blister card is inspired by the “Original 16” Hot Wheels designs. A ‘Kar Keepers’ collector’s clamshell case is included.

“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,” said Roberto Stanichi, executive vice president, Hot Wheels & Head of Vehicles and Building Sets at Mattel.

“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.”

Emily Prazer, Chief Commercial Officer of Formula 1, said: "The exciting collaboration 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.”

Following the bespoke F1 diecast, the multi-year collaboration between Hot Wheels and F1 will expand throughout the 2025 season and beyond.