Hot Wheels and Formula One team up
10/11/2024 05:00 PM
Formula One has put Hot Wheels in the driver's seat of a new range of official collectible die-cast race cars.
Formula One and model car-maker Hot Wheels have announced a partnership to bring racing fans a series of scaled down die-cast racers with the official backing of the sport.
The 'multi-year' partnership was announced with the unveiling of the first model – a 1:64 scale limited-edition Formula One (F1) model with a unique Hot Wheels livery.
The F1 tie-up models will be offered on Mattel Creations, which the company – owners of some of the world's most iconic toy names including Hot Wheels and Barbie – describes as an "elevated collector platform".
The first F1 model includes a metal chassis and body as well as interchangeable tyres and one-off Real Rider wheels and wears the number 68 in tribute to Hot Wheels' 1968 beginnings.
No additional models have been announced, but the it’s understood the collaboration will reveal more F1 models throughout the 2025 season, which kicks off with the Australian Formula One Grand Prix in Melbourne.
Hot Wheels is sold in more than 150 countries – and according to Mattel, its 1:64 scale model line topped global toy sales in 2023.
Similarly, F1 claims 700 million annual viewers across its 24-event calendar, making it the most popular form of motorsport – and one of the most watched of all sports – in the world.
Both F1 and Mattel have historically been fierce protectors of their brands and intellectual property, the tie-up unlocking a number of potential new collectors’ models previously considered off-limits by copyright laws.
"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 and Head of Vehicles and Building Sets at Mattel, in a statement.
While Hot Wheels spruiks an international fanbase, F1 has been on a global expansion as a brand in recent years with its Netflix series Drive to Survive helping to reach a larger younger audience.
F1, traditionally a Europe-based racing series, has expanded from a single race in the United States on its 2021 calendar to having three this season with new grands prix in Las Vegas and Miami.
A growing legion of fans now exist on both sides of the Atlantic Ocean, as well as in South East Asia and Australia where F1 races are well supported – with an Australian Grand Prix contract ensuring an event until 2037.
"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 touch points like digital and retail activations," said Mr Stanichi.
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