F1 and Hot Wheels agree multi-year licensing deal

Formula One has announced a multi-year licensing deal with Hot Wheels.

Contract:

• Partnership kicks off this year with the release of a one-of-a-kind Formula One car, before the full range is released in 2025
• Full range to include cars from the teams, as well as products targeted at both the younger generation and adult collectors
• Hot Wheels will bring fan-focused activations and retail opportunities to Grands Prix throughout 2025 and beyond

Context:

Formula One’s emphasis on licensing at the moment is obvious, as this follows a similar deal agreed with the Lego Group last month. Appealing to the younger generation is the key to securing the future success of the sport, so Formula One is ensuring it has pathways to encourage fans from an early age.

The initial release this year is a 1:64 scale model with a special Hot Wheels racing livery to celebrate the partnership. It includes interchangeable tyres, full-metal body chassis, and bespoke Formula One casting.

Comment:

Emily Prazer, chief commercial officer of Formula One, said: “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.

“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.”

Coming next:

Formula One returns after a four-week break from action at the United States Grand Prix, held at the Circuit of The Americas, from 18th to 20th October.

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