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These are two flagship brands for car enthusiasts coming together. Hot Wheels, the Mattel group brand, has entered into a partnership with Formula 1. The two entities are creating together a collection of products representing their two worlds. The first model, created at 1:64 scale, is an exclusive miniature, already available on the Mattel Creations website.
It represents a white Formula 1 car, sporting a “Hot Wheels” livery. the perfect way to celebrate the collaboration between the two brands. Priced at $25, the miniature features interchangeable tires, an all-metal chassis and body.
A “celebration of speed” for both brands
On the front, we note that the model bears the number 68 in reference to the year Hot Wheels was created. The car comes in a “Kar Keepers” collector’s box. Roberto Stanichi, executive vice president of Hot Wheels, welcomed this new partnership with the premier category of motorsport.
“Hot Wheels has always aimed to foster the spirit of challenge, which is why a partnership with Formula 1 seems obvious. It brings together two of the world’s largest communities of fans who share their passion for cars and racing. Like Hot Wheels, F1 is synonymous with automotive thrills and performance, and the collection we have created will take the cult of F1 to the next level, with additional consumer touchpoints, such as digital activations and commercial.”
“This exciting collaboration will combine the adrenaline of motor racing with the passion for miniature vehicles and offer the opportunity to experience the details of an F1 car, all in the palm of your hand.” assures Emily Prazer, commercial director of Formula 1. “More than just a partnership, this is a celebration of speed, creativity and innovation which will offer fans a new way to experience get involved in sport.”
The collaboration between Hot Wheels and F1 is announced as “multi-year”. This is the second major partnership concluded by the category in recent weeks following the announcement of the collaboration with LVMH.
In brief
The famous brand of miniature cars from the Mattel group is joining forces with Formula 1 to create a range aimed at fans of the premier category of motorsport.
