Creative Strategy Brief

Date Nov. 1st, 2025

Project Mattel Hot Wheels x F1

Project Lead Gary Li

Overview & Context

Mattel is launching a premium, limited-edition Hot Wheels brand partnership with Formula 1. This "icons" collection is designed to bridge the gap between a mass-market toy and a high-end adult collectible. The launch will feature detailed models of cars driven by F1 legends Michael Schumacher, Ayrton Senna, and Alain Prost, and will be bundled with a new toy racetrack modeled after the iconic Monaco Grand Prix Circuit, ready to be launched at the 2026 F1 Monaco Grand Prix on Friday June 5th, 2026.

Project Goal

Drive Awareness: Introduce the new Hot Wheels x F1 "Icons" collection to a global audience, specifically targeting adult F1 fans and toy collectors.
Increase Sales: Generate sales by creating urgency around the limited nature around the Hot Wheel Premium collection as well as the Monaco Grand Prix track, positioning it as a must-have item for pre-order and purchase.
Capture Niche Audience: Specifically attract and engage the segment of F1 fans who are nostalgic for the iconic era of racing, leveraging the legendary names of Michael Schumacher, Ayrton Senna, and Alain Prost.
Elevate Brand Perception: Shift the market perception of Hot Wheels from a children's toy to a premium, high-end collectible. The campaign should emphasize the detailed craftsmanship, authenticity, and long-term collectible value of Hot Wheels products for an adult demographic.

Target Audience

Ages 18-34, globally, with a skew toward male-identified audiences with disposable income. This audience is not a general Hot Wheels collector. Their primary passion is Formula 1 who are knowledgeable about the sport's history and revere the "icons" (Schumacher, Senna, Prost) from what they consider F1's golden era.

Communication Assets

Strategy 1 — Out-of-Home Advertisements

OOH advertisements displayed in populated area

Rationale:

OOH is essential for establishing the premium, high-end feel of this collection. It allows us to showcase the detailed craftsmanship of the models in a large-format, gallery-style context, separating it from a traditional children's toy perception.

Strategy 2 — Social Video & Communities

Targeted video ads on Instagram and TikTok; long-form content on YouTube; community engagement in F1-centric subreddits and forums.

Rationale:

native environment for our 18-34 target audience. Social media is crucial for storytelling and precision targeting.

Strategy 3 — Experiential Event

In - person experience for hands - on experience

Rationale:

Using the physical experience event to embody the high-value nature of this limited- edition collection. Unlike traditional die-cast Hot Wheel toys, this special edition F1 Hot Wheels with Schumacher, Senna, and Prost’s iconic vehicles embodies the best quality from Hot Wheel. This "hands-on" experience builds trust and creates an exclusive, shareable moment (generating earned media) that reinforces the "event" status of this limited-edition launch.

Brand Challenge & Opportunity

Challenge

Hot Wheels is a dominant force in the global toy market, built on a foundation of playability, affordability, and a primary target audience of young children. With the predominant perception that Hot Wheels is primarily a toy for children, serious adult collectors who prioritize accuracy, exclusivity, and craftsmanship often overlook the brand.

Opportunity

According to sportspro.com, The global Formula 1 fanbase is expanding rapidly, growing to 826.5 million in 2024. Crucially, this audience is becoming younger and more diverse, with 43% of fans now under 35 and a 14% increase in the 18-49 demographic in the US. This young adult audience has disposable income and is highly engaged. This campaign is the perfect vehicle to pivot. According to formula1.com, younger fans are discovering F1 through content and streaming, connecting emotionally with driver personalities and narrative drama. This collection is selling the original, legendary narrative of Senna, Prost, and Schumacher that modern fans crave. By launching this premium, limited-edition collection at the prestigious Monaco Grand Prix, we bypass the brand's toy-ish image and speak directly to the serious collector. This product's exclusivity and connection to iconic history appeal directly to the status and image of this key demographic, marking a strategic move to connect with more adult collectors and racing enthusiasts than ever before.

Sources: sportspro.com; formula1.com.

OOH Elements

Click on pictures to zoom in!

Billboard — OOH Creative & Real-World Mockup

Hot Wheels × F1 billboard OOH creative — OOH creative (billboard).
File:`Mattel-OOH-1-min-scaled.png` (loading…)

Real-world billboard mockup of Hot Wheels × F1 ad — Real-world mockup (billboard). "A billboard mock up as if it appears on the highway",**Google Gemini** Nov.1 .
File:`Gemini_Generated_Image_8nxtrk8nxtrk8nxt.png` (loading…)

Bus Shelter — OOH Creative & Real-World Mockup

Hot Wheels × F1 bus shelter OOH creative — OOH creative (bus shelter).
File:`Mattel-OOH-2-min-scaled.png` (loading…)

Real-world bus shelter mockup of Hot Wheels × F1 ad — Real-world mockup (bus shelter). "A real world mockup as if it appears on a real bus stand", **Google Gemini** Nov 1.
File:`Gemini_Generated_Image_t14v8t14v8t14v8t.png` (loading…)

Poster — OOH Creative & Real-World Mockup

Hot Wheels × F1 poster OOH creative — OOH creative (poster).
File:`Mattel-OOH-3.png` (loading…)

Real-world poster mockup of Hot Wheels × F1 ad — Real-world mockup (poster). A real world mock up as if it appears on a wall,**Google Gemini** Nov.1.
File:`Gemini_Generated_Image_u790cpu790cpu790.png` (loading…)