The latest in Formula 1’s long line of partnership announcements sees the championship team up with child-favourite Hot Wheels!
Specifically, Mattel Inc. – the owners of the Hot Wheels name that also boasts brands such as Matchbox and Fisher Price – which today revealed a groundbreaking global licensing partnership with F1.
As with everyone who saw this news pop up on their timelines, my very first thought upon reading the headline was ‘Will we be getting the actual grid as Hot Wheels models?’ Well, the answer it seems is yes!
A key part of today’s launch was the release of a limited edition F1 car in a baseline livery, available to pre-order now.
Ahead of F1’s teams each being able to showcase their own version of Mattel’s popular toys next season, Hot Wheels have created a one-off special to celebrate the announcement.
Also including interchangeable Pirelli tyres, full-metal body chassis and bespoke F1 casting, the car also features the number ‘68’ on the nose, an easter egg to the year Hot Wheels was founded.
But, we don’t have to wait long before what’s coined the “full product range” is released worldwide in 2025. I know, I know… it doesn’t seem like anyone will be getting a miniature Hot Wheels Ferrari F1 car under the Christmas tree this year, but 2025 isn’t far away!
Away from the toy cars, however, today’s release also revealed “fan-focused activations and retail opportunities” will take place throughout F1’s 2025 season. Expect toy car action in an F1 paddock next season!
Take Hot Wheels’ CEO Roberto Stanichi’s word for it from today’s release, describing the partnership as a “natural and exciting fit” for both brands. It definitely has the potential to lead the way and rewrite the norm for brand partnerships.
A significant question I have about this however, following the championship’s recently announced partnership with the LEGO Group that also kicks off in 2025 – is how will the two toy manufacturing brands compliment each other’s own F1-themed offerings?
Take LEGO’s planned product plan which includes DUPLO sets for “pre-school children alongside bricks sets for both children and adult builders.” Will the existence of the LEGO partnership and subsequent products alongside Hot Wheels’ partnership and subsequent products complicate the messaging for F1?
Nevertheless, it seems each partnership is exclusive enough to effectively compliment each other with differing styles of activation and consumer products themselves.
That is what should make next season so interesting in the sport sponsorship world. We definitely shouldn’t expect this to be the last in the way of F1 partnership announcements over the next few months either as it seeks to lengthen its own portfolio.
Some of the world’s biggest brands are certainly starting to see the potential in a collaboration with the ever-growing F1.
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