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Hot Wheels and Formula 1: A Revved-Up Partnership
The Formula One (F1) racing circuit was once on the brink of decline, but its popularity surged thanks to the Netflix documentary series Drive to Survive. This resurgence has sparked new memorabilia partnerships, the latest being with Mattel and its iconic Hot Wheels toy line. After a successful beta test in 2024, the collaboration is set to expand in 2025, aiming to merge the worlds of Hot Wheels and F1 in unprecedented ways.
“The spirited response from fans around the world following our Hot Wheels and Formula One announcement has been thrilling,” said Roberto Stanichi, executive vice president of Hot Wheels. He emphasized the partnership’s next phase as a way to deliver unique products and experiences that resonate with both brands’ fan bases.
This partnership taps into the immense crossover potential between F1 enthusiasts and Hot Wheels collectors. While some may dismiss cars as collector items, Hot Wheels has proven to be a global phenomenon with a dedicated following.
Hot Wheels: A Brief History
Hot Wheels debuted in 1968, created by Mattel co-founder Elliot Handler as a response to Matchbox cars, which had been on the market since 1953. To ensure realism, Mattel hired car designer Harry Bentley Bradley, known for his work on the Chevrolet La Jolla. The initial lineup, known as the Sweet 16, featured hard plastic tires that allowed the miniature cars to zoom across surfaces, including specially designed race tracks.
The Sweet 16 were an instant hit, selling 16 million units in the first year alone. Over the decades, the Hot Wheels lineup has expanded dramatically, with over 800 unique
