F1 announce 'next level' multi-year toy partnership

Formula 1 has announced a new global licensing partnership with Mattel, Inc. which will see F1-themed Hot Wheels products created. 

To mark the start of the multi-year deal, a one-of-a-kind 1:64 F1 car will be released by Hot Wheels before the full range is unveiled next year.

The limited-edition car, launched on Wednesday, features a unique Hot Wheels livery in recognition of the partnership with F1. 

It includes interchangeable tyres, bespoke F1 casting, a full-metal body chassis and Hot Wheels' legendary number '68'.

The full range will feature the current F1 teams and also products connected to the sport's growing younger audience. 

"This exciting collaboration with Mattel 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," said Emily Prazer, F1 chief commercial officer.

"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.”

From next year, Hot Wheels will be invited to Grands Prix by F1, to put on activities to bring families together. 

Over eight billion Hot Wheels cars have been sold across half a century, with the brand's 1:64 size model the most sold toy last year. 

“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit," said Roberto Stanichi, executive vice president, Hot Wheels & head of vehicles and building sets at Mattel.

"It will bring two of the largest global fan communities together to share their passion for cars and racing. 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 engage 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.”