Formula 1 and Hot Wheels partner to engage young fans

Bat is set to change as Formula 1 has teamed up with Hot Wheels to bring fans a brand-new collection of miniature race cars. Starting in 2025, F1 and racing fans will be able to purchase 1:64 scale replicas of their favourite Formula 1 cars, in what promises to be an exciting crossover between the high-octane world of motorsport and the iconic toy brand.

To celebrate this partnership, Hot Wheels has released a limited-edition model featuring a custom paint job and interchangeable tires, mimicking the real-life intricacies of F1 vehicles. This exclusive car sets the stage for the full collection launch next year.

Emily Prazer, Chief Commercial Officer of Formula 1, expressed her excitement: “This exciting collaboration with Mattel combines the passion of motorsport with the enthusiasm for toy cars and offers the opportunity to experience the fine details of an F1 car up close. It’s more than just a partnership—it’s a celebration of speed, creativity, and innovation that gives fans a new way to connect with the sport."

Roberto Stanichi of Mattel also shared his enthusiasm: “Hot Wheels has always stood for competitive spirit. The partnership with Formula 1 is a perfect fit and extremely exciting. It will bring two of the largest global fan communities together to share their passion for cars and racing.”

The partnership not only targets collectors but also aims to engage Formula 1’s younger fan base, offering a chance to play with replicas of their favourite drivers' cars. With digital and retail activations planned, this collaboration looks set to enhance fan engagement across generations.

The full collection will be available from 2025, with more product releases to follow as Formula 1 and Hot Wheels continue to expand their offerings for young F1 fans.