P1racenews AI automatic summary:
Formula 1 and Hot Wheels announced on Wednesday that the two parties have entered into a multi-year partnership. Hot Wheels, a Mattel brand formed in 1968, has grown into the world-leading provider of small-scale die-cast model cars and in 2023 its offering of 1:64 models was the most-sold toy around the globe. Hot Wheels models […]
In 1968, Mattel brand Hot Wheels was established and has since become the top provider of small-scale die-cast model cars globally. By 2023, their 1:64 models had become the best-selling toy worldwide. With sales in over 150 countries, more than eight billion Hot Wheels toys have been purchased in the last half-century. The partnership between Hot Wheels and Formula 1 will thrill young fans, starting with the release of a 1:64 Hot Wheels F1 car this year. The collaboration will escalate in 2025, featuring Grand Prix fan activations and retail opportunities, uniting two massive global fan bases who share a passion for cars and racing. A full range of Hot Wheels models representing all 10 F1 teams will launch in 2025, offering products to engage both young fans and adult collectors. This partnership reflects F1’s recent trend of aligning with top brands like LVMH, Lenovo, and Santander, showing a commitment to attracting diverse audiences and enhancing the fan experience through innovative collaborations and products.
