The Hot Wheels and Formula 1 (F1) partnership announced in 2024 is a collaboration between Mattel, the company behind Hot Wheels, and Formula 1, the pinnacle of motorsport. This partnership brings together two iconic brands to create unique products, experiences, and content that appeal to both F1 fans and Hot Wheels enthusiasts.
Hot Wheels F1 Partnership
Die-Cast Models and Collectibles:
Hot Wheels produces detailed die-cast models of F1 cars, including replicas of current and historic F1 vehicles. These models are highly collectible and often feature intricate details that mimic the real-life counterparts.
Merchandise and Toys:
The partnership extends to a range of merchandise, including toy cars, playsets, and other F1-themed Hot Wheels products. These items are designed to bring the excitement of racing to fans of all ages.
Marketing and Promotions:
Joint marketing campaigns and promotions are a significant part of the partnership. These campaigns often feature special edition products, limited-run items, and exclusive content. The collaboration also includes digital content, such as videos and social media campaigns, to engage fans globally.
Experiential Events:
Hot Wheels and F1 collaborate on experiential events, such as fan festivals, race weekends, and other motorsport events. These events often feature interactive displays, racing simulators, and opportunities to meet F1 drivers and personalities.
Cross-Brand Appeal:
The partnership leverages the cross-brand appeal of both Hot Wheels and F1. Hot Wheels brings its fun, imaginative, and family-friendly approach, while F1 adds its high-octane, cutting-edge, and global appeal. This combination helps to attract a diverse audience, from young children to lifelong F1 fans.
Innovation and Design:
Hot Wheels is known for its innovative designs and engineering, and this partnership allows for the creation of unique F1-themed products that push the boundaries of toy design. The collaboration also includes input from F1 teams and drivers, ensuring authenticity and accuracy in the products.
Miniatures
The first partnership model, the ‘Hot Wheels Formula 1 Vehicle‘, was released in 2024, featuring the Hot Wheels logo on the sides and wing.
In January 2025, sixteen premium models were released and sold on the Mattel Creations website. They sold out within hours.
In February, two additional models—the Oracle Red Bull Racing and Williams Racing—were released as part of the 2025 mainline in the Track Aces series. Along with these models, a 5-pack became available in stores, which includes the following five cars: McLaren F1 Team, BWT Alpine F1 Team, Visa Cash App RB F1 Team, Kick Sauber F1 Team, and MoneyGram Haas F1 Team.
Mainline Track Aces
5-Pack Formula 1
Impact and Reception:
The partnership has been well-received by fans, who appreciate the opportunity to own high-quality F1 replicas and engage with the sport in new and exciting ways. For both, the partnership represents a strategic move to grow their brands and reach new audiences. The collaboration also has a cultural impact, blending the worlds of motorsport and toy manufacturing, and creating a lasting legacy for both brands.
Overall, the partnership is a dynamic and multifaceted collaboration that brings the thrill of Formula 1 to life through the imaginative lens of Hot Wheels.