From Milan to Mexico City, Hot Wheels is taking its F1 die-casts global with ads and trackside experiences designed to win over adult fans.
Mattel has launched a worldwide campaign to showcase Hot Wheels’ first-ever partnership with Formula 1, bringing together two of the most recognizable names in automotive culture. The collaboration spotlights the new line of 1:64 scale die-cast cars modeled after eight of F1’s top teams, with advertising and live activations designed to connect with a growing audience of adult collectors.
The campaign runs across billboards, digital media and trackside events. Out-of-home ads are rolling out in Austin and Mexico City ahead of their Grands Prix, alongside high-traffic placements in Milan’s Piazza Gae Aulenti, Warsaw’s LiveLine Metro and Sydney’s central business district. In Australia, mobile billboard trucks will cover Melbourne, Sydney and Brisbane.
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On the ground, Hot Wheels will bring experiential activations to the Italian, US and Mexico City Grands Prix, inviting fans to race die-casts on signature orange tracks, snap photos inside a life-size Hot Wheels blister pack and explore the premium F1 collection in person.
For Hot Wheels, the tie-up is about more than play. “With significant overlap between our two global and loyal fanbases, uniting two of the most iconic automotive brands allows us to connect with more adult collectors and racing enthusiasts than ever before,” said Ted Wu, Mattel’s global head of vehicles and building sets.
The partnership will extend through the 2025 season with fresh product drops tied to updated team liveries. Wu added that new activations are already in the works, with the goal of keeping the collaboration as close to the real thing as possible.
This move is part of Hot Wheels’ larger goal to capture the adult collector market. Past collaborations with Gucci, IWC, Mercedes-Benz x Moncler x Nigo and Fender have tested that appetite. Formula 1, with more than 700 million fans worldwide, brings both scale and credibility. For collectors, it is a chance to hold a slice of the grid in their hands and for Hot Wheels, it is proof that a brand built on childhood play has become a serious contender in the adult collector space.