On Wednesday, System 1 and Scorching Wheels introduced an thrilling multi-year world licensing partnership that may convey the fun of racing to 1:64 scale. Kicking off this 12 months, the collaboration will introduce F1-themed Scorching Wheels merchandise, starting with a limited-edition F1 automobile. In 2025, followers can sit up for an expanded vary of choices, together with observe units, playsets, and die-cast fashions, all designed to seize the essence of System 1 racing in a enjoyable and accessible manner. This partnership guarantees to ignite the eagerness for racing amongst followers of all ages.
The partnership between the main world toy firm and the world’s hottest motorsports program arrives at a time of unprecedented recognition and cultural enchantment for System 1. Simply final week, F1 secured a decade-long partnership with French luxurious items big LVMH. This newest collaboration with Scorching Wheels is a part of a broader technique to interact and appeal to a youthful, extra numerous fan base, additional enhancing the game’s vibrant presence in standard tradition.
Pace, Creativity, and Innovation Collide
“The thrilling collaboration will unite the adrenaline of motor racing with the fun of toy automobiles, providing followers the prospect to understand the intricate particulars that outline an F1 automobile, all within the palm of their hand,” mentioned Emily Prazer, Chief Business Officer of System 1. “This partnership goes past a mere alliance; it’s a celebration of pace, creativity, and innovation, offering followers with a contemporary method to interact with the game.”
Now accessible on Mattel Creations—proprietor of Scorching Wheels—the limited-edition toy racecar boasts a bespoke F1 casting design, full with Scorching Wheels’ signature racing livery and the enduring quantity ‘68’. This collectible piece captures the essence of System 1 racing in a playful, miniature format, making it a must have for followers and collectors alike.
It additionally incorporates a full-metal physique chassis and interchangeable tires, enhancing its collectible enchantment. Priced at $25 USD, the automobile is ready to ship on June 27, 2025, making it an ideal addition for followers desperate to embrace this distinctive fusion of racing and play.
“Scorching Wheels has all the time been about nurturing the challenger spirit, making our partnership with System 1 a pure and thrilling match. This collaboration will unite two of the most important world fan communities, permitting them to share their ardour for automobiles and racing,” mentioned Roberto Stanichi, Government Vice President of Scorching Wheels and Head of Autos and Constructing Units at Mattel. “Along with System 1, we’ve crafted a program that lets youngsters replicate the fun of F1 racing, driving like the professionals whereas partaking with our loyal communities worldwide. Each Scorching Wheels and F1 embody pleasure and efficiency, and the intensive assortment we’ve created will elevate F1 fandom to new heights, complemented by digital and retail activations.”
Featured picture: @hotwheelsofficial/Instagram
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