On October 9, 2024, Formula 1 announced an unexpected multi-year partnership: teaming up with toy manufacturer Mattel and its brand Hot Wheels.
Combining 1:64 scale miniatures with F1 cars is like a dream come true, thanks to the partnership signed between Formula 1 and toy giant Mattel with its brand Hot Wheels. For many fans, it’s a fantasy soon to be realized, and it shows once again Stefano Domenicali’s commitment to modernizing our favorite sport. Let’s take a closer look in this unexpected collaboration.
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Miniature cars celebrating Formule 1
The collaboration kicked off immediately after the announcement with the release of a unique F1 car, which will be followed by a complete collection in 2025. The limited-edition collectible car sports a special Hot Wheels livery designed for the occasion. Featuring a metal chassis, interchangeable tires, and the iconic number ’68’ on the nose to pay tribute to the year the toy brand was launched, this model is designed to appeal to fans of both worlds. To acquire this little collectible, it will cost you $25, but hurry up; I don’t think it will be available for pre-order for long. The 2025 collection will include replicas of cars from every Formula 1 team, just like the sets form the Lego collection, I presume. My wallet is already bracing itself…
Immersive experiences for fans in the paddocks
The collaboration goes beyond the collectibles, as it also includes immersive events at various Grands Prix throughout the season. Special activities and interactive experiences will light up the paddocks, giving families a hands-on way to dive into the worlds of Hot Wheels and Formula 1. Picture creating your own custom track or participating in miniature car races-sounds like fun, right?
Formula 1 wants reach all generations with Hot Wheels
Eight billion cars. That’s the number of Hot Wheels sold since the brand’s creation in 1968. Its success speaks for itself, and it’s clear that this played a big part in sealing the deal for this partnership. By collaborating with such an iconic brand, Formula 1 extends its reach well beyond its traditional fanbase, targeting younger audiences often introduced to racing through toys. For Hot Wheels, the deal is also a win, as it taps into the “kidult” market, a growing group of adult collectors passionate about toys and collectibles.
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Formula 1 seems to want to refresh its brand image
This partnership with Mattel isn’t the first of its kind for F1. In recent weeks, Formula 1 has teamed up with brands like Lego to create sets inspired by race cars, and even luxury giant LVMH for more high-end, exclusive collaborations. Liberty Media, the company that owns and operated the F1brand, is clearly signaling its intent to attract new audiences and refresh the image of our favorite sport through innovative partnerships.
This article explores the exciting new partnership between Formula 1 and Hot Wheels, the upcoming release of F1-themed toys, and how this collaboration fits into a larger strategy of engaging fans through diverse partnerships. From Lego to LVMH, the F1 world is expanding beyond the racetrack to reach new audiences.
Source: Formula 1
