Hot Wheels reveals pocket-size F1 models — and they're not just for kids

F1

Is there any limit to the Netflix effect? Hot Wheels says that the surge in F1's popularity is behind its new range of models

Range of Premium Hot Wheels F1 models

Hot Wheels premium range features 16 of the cars and drivers on last year's grid

It’s been credited with turbocharging F1’s growth; bringing grand prix racing to a younger audience; and making superstars of some lesser-known figures. Now Drive to Survive has another feather in its cap: it’s brought Hot Wheels to the F1 party.

The company says that the Netflix documentary has created a US market of F1 fans that can justify investing in a full range of pocket-size model cars — along with the licensing costs Formula 1 demands.

Today Hot Wheels released images of the collection, featuring cars from eight of the ten teams on the grid recreated in 1:64 scale, which will be released over the course of the year.

Neither Aston Martin nor Ferrari cars are available, but collectors will be able to replicate last year’s title battle between Lando Norris and Max Verstappen. Later in the year, circular track sets will enable them to be raced for multiple laps.

Hot Wheels F1 circuit

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“The popularity of Netflix’s Drive to Survive sparked a huge interest of F1 in the U.S. This opened the door for Hot Wheels to collaborate with this powerhouse automotive brand because it was now a global opportunity,” says Ted Wu, global head of design for Hot Wheels.

“The translation of the F1 vehicles into 1:64 scale was something that required multiple designers to work lock-step with each other throughout the process to make sure we retained as much authentic detail as possible.”

From the archive

While high-end F1 model-makers such as Amalgam and Pocher focus on replicating intricate details with hundreds of components, the challenge for Hot Wheels was to produce a realistic model with as few parts as possible to keep down costs.

In what the company presents as a strategy to appeal to younger fans and adult collectors, but which could also be seen as cheating, it has developed two sets of cars: one cheaper range with unique liveries but identical bodywork, costing £2.30 per car and a “premium” offering where sidepods, wings and the airbox have been individually designed to replicate the real thing, along with driver numbers and helmets at a price of £10.99 per car.

Hot Wheels Red Bull F1 car

Premium cars are noticeably more detailed than the standard range (bottom right)

“We received full-car data from each of the teams,” Wu told Motor Sport, “So the designs are as authentic and realistic as possible.

“For our premium execution, we’ve sculpted each vehicle based on the team. These versions have a higher level of decoration to get all the fine livery details as well as rubber tyres.

“That said, there are challenges that come with trying to achieve that goal. We definitely had to get creative to maintain authenticity and detail while adhering to cost and manufacturing constraints.

“In order to streamline manufacturing, we try to reduce the number of parts it takes to create each vehicle. We’ve achieved a high level of detail in each vehicle while only using 7 parts (not including the wheels) in our premium line vehicle.

“Another area where we had to get creative were the part breaks – how the car is broken up into parts and which details would go on which parts for manufacturing. Great attention is given to exactly how we part out a car. For example, we were able to design the part breaks in such a way that allowed us to ensure the airbox, the tall air intake behind the driver’s head, was accurate to each vehicle.”

From the archive

The premium cars are being pitched at adult collectors as much as children, not unlike the strategy adopted by Lego, which also recently announced a partnership with F1 to produce a full grid of models.

Lego too spoke of meeting the demand creating by a surge of younger F1 fans, along with teenage and adult viewers.

For Formula 1, the additional revenue will meet demand from parent company Liberty Media to continue profit growth, and the new models also help to keep fans engaged with the series.

“We want to increase our fans’ passion for racing and these intricately designed cars will allow fans to experience the drama and excitement of Formula 1 in the palm of their hands every time they play at home,” said Emily Prazer, chief commercial officer at Formula 1.

The first cars from the standard Hot Wheels F1 range are available now, with the Red Bull followed by a McLaren and Mercedes later in spring.

The premium series will be launched in the summer, followed by two circuit packs in the autumn. While they appear to have more in common with US ovals than the circuits on the grand prix calendar, they do promise opportunities to overtake, along with speed boosters to keep cars racing for lap after lap.