Hot Wheels launches APXGP die-cast car tied to Brad Pitt’s Formula 1 movie release

Why is Mattel releasing an APXGP F1 die-cast car tied to Brad Pitt’s film before the theatrical launch?

In a high-profile product tie-in with Apple Original Films, Mattel Inc. (NASDAQ: MAT) has announced a new Hot Wheels die-cast car inspired by the upcoming feature F1: The Movie, starring Brad Pitt as fictional Formula 1 driver Sonny Hayes. The limited-edition model will debut exclusively on MattelCreations.com on June 24, 2025—just days ahead of the North American theatrical release slated for June 27 through Warner Bros. Pictures.

The launch marks a new merchandising push by the American toy conglomerate aimed at intersecting collector culture with mainstream entertainment releases. The 1:64 scale car is modeled after the fictional APXGP team vehicle seen in the film and features movie-accurate design details, including a gold-and-black livery and driver number seven.

Positioned at a $25.00 USD price point, the collectible will come with three sets of interchangeable Pirelli tires, a tire rack, and a collector-grade “Kar Keepers” clamshell case. The announcement follows Mattel’s previous licensing success with Formula 1 merchandise and continues its broader multi-brand strategy to integrate popular culture and high-fidelity collectibles into its brand portfolio.

What strategic value does this Formula 1 tie-in provide to Hot Wheels and parent company Mattel?

The new APXGP model represents more than just a merchandise release—it’s part of Mattel’s expanding strategy to leverage entertainment IP across its toy lines. Since securing a licensing agreement with Formula 1 in 2023, Mattel has already seen two sold-out Hot Wheels x F1 drops that were aimed squarely at the motorsport collector demographic.

With F1: The Movie introducing Formula 1 narratives to broader filmgoing audiences, the toy giant is using this cinematic window to introduce its iconic die-cast vehicles to pop culture fans who may not be traditional toy buyers. By bridging F1 and Hollywood, Mattel is widening the total addressable market for Hot Wheels while positioning itself as a lifestyle and entertainment-adjacent brand.

Institutional investors have viewed Mattel’s growing slate of cross-platform licensing deals—especially those targeting older collectors and film tie-ins—as a hedge against seasonal toy cycles and a way to unlock margin-rich, limited-run merchandise streams. While Mattel has not disclosed inventory volumes for the APXGP model, its limited-edition status and event-based timing suggest a sell-through strategy driven by scarcity and media hype.

How does the design of the Hot Wheels APXGP car reflect the narrative and production value of the film?

The collectible replicates the Formula 1 racecar driven by Sonny Hayes, Brad Pitt’s character in the film, down to the numbered livery and stylized helmet design. According to Mattel, the gold-and-black paint scheme mirrors the APXGP team branding seen in the movie, while the overall casting reflects input from Formula 1 consultants working alongside the film’s production unit.

The American toy and entertainment firm said the inclusion of three Pirelli tire sets and a tire rack was intended to enhance realism and interactivity for advanced collectors. The clamshell case packaging positions the product for display rather than play, further emphasizing the adult collector focus.

This product synergy mirrors the cinematic investment behind the film, directed by Joseph Kosinski (Top Gun: Maverick) and produced by Jerry Bruckheimer, Plan B Entertainment, and Lewis Hamilton’s Dawn Apollo Films. With on-track filming and technical coordination supported by Formula 1, the movie itself has already generated industry buzz for its authenticity and production access to real F1 environments.

What institutional sentiment surrounds Mattel’s collectibles segment and licensing-driven brand strategy?

Mattel’s licensing-driven revenue streams have gained increasing investor confidence, especially in contrast to rival Hasbro’s IP-driven volatility in recent quarters. Analysts note that limited-edition drops like the APXGP car allow Mattel to capture collector revenue at higher average selling prices (ASP) while maintaining leaner inventories.

The success of Barbie® as both a toy and a film franchise in 2023–2024 helped institutional buyers reassess Mattel’s capacity to activate cultural IP across multiple verticals. With Hot Wheels now tapping into the prestige sports category via Formula 1, institutional sentiment has pointed to further room for multi-format expansion, especially with IMAX-enhanced film tie-ins.

While the toy category has been pressured by macroeconomic softness in discretionary consumer spend, collectors remain a resilient segment. This limited-run release could also position Hot Wheels favorably ahead of the 2025 holiday cycle and Q3 earnings window.

When is F1: The Movie releasing and how is it expected to drive Hot Wheels sales momentum?

The film is set to release internationally starting June 25, 2025, with its North American debut slated for June 27 in theaters and IMAX formats. With Brad Pitt’s star power and Formula 1’s growing global audience, especially in the United States and Asia-Pacific markets, analysts expect heightened brand crossover visibility in the two weeks surrounding launch.

Mattel’s June 24 product drop is designed to ride this momentum, giving collectors, fans, and cinema-goers an immediate purchasing outlet before the film even hits screens. Analysts expect the die-cast car to sell out rapidly, especially if the film generates strong word-of-mouth traction during its opening weekend.

Hot Wheels’ ability to activate collector purchases around timed events has been a hallmark of its Creations platform—Mattel’s e-commerce venue for premium, short-run drops. If the APXGP car performs comparably to past Formula 1 collaborations, it may set a precedent for future cross-industry releases under Mattel’s Creations umbrella.

What long-term role do cinematic tie-ins and collector drops play in Mattel’s business model?

Mattel’s licensing and direct-to-consumer segments are increasingly important pillars within its broader revenue mix. Under CEO Ynon Kreiz, the American toy conglomerate has emphasized media-activated merchandise, aiming to create a feedback loop where content drives product sales and vice versa.

Institutional sentiment suggests that as theatrical releases and streaming events proliferate, the cadence of merchandise tie-ins will increase—especially for Mattel’s higher-margin franchises like Hot Wheels, Barbie, and Masters of the Universe. The APXGP launch provides a real-time test of this strategy within the high-performance motorsport niche.

Looking ahead, analysts expect Mattel to pursue further partnerships with sports leagues, studios, and streaming platforms, leveraging its internal design capabilities and scalable IP portfolio. The performance of the APXGP F1 car in both retail and collector forums may influence the frequency and scope of future launches.