Who is the target audience?

This campaign is aimed at adult toy collectors and F1 fans aged 18-34. These individuals enjoy collecting, the tactile feel, and craftsmanship of toys, have a natural interest in limited editions, and appreciate the design and engineering details embodied in metal die-casting. They also deeply engage with F1 culture and racing stories, and hold in high regard those from the “Golden Age” like Schumacher, Senna, and Prost. Their core motivation is to express identity and aesthetics through collecting, and to connect speed, skill, and emotion through racing narratives.

Where will this ad appear?

Out-of-home (OOH): Popular F1 race cities—Monaco, Monza, Austin, São Paulo, London, and Miami; light boxes/large screens in airport arrival halls, at racetrack entrances and fan zones, and electronic screens at city landmarks (such as on major thoroughfares and in key shopping districts), directly reaching high-density fans and travelers during races. Print: Media outlets strongly associated with racing/engineering/collecting, such as Top Gear Magazine, F1 Racing, Motorsport Magazine, Autosport, and the Robb Report, targeting high-end collectors, reinforce the “craftsmanship × legend” positioning through professional endorsement.

Online/Social: Official website dedicated page and e-commerce trailers; YouTube (pre-roll ads on F1/racing channels), Instagram (short videos and photo gallery-style gallery), X (tournament-related topics), and native content partnerships with leading racing media outlets.

What is the goal?

The goal of this campaign is to increase awareness of the Hot Wheels × F1 collection. During the Monaco Grand Prix, we will maximize the exposure and buzz surrounding the “Icons” collectible series. Through limited releases and a scarcity strategy, we will stimulate strong purchasing desire among F1 fans aged 18–34 and adult collectors.

We hope to break away from the long-standing perception of Hot Wheels as a “children’s toy,” establishing it as a high-end collectible brand that blends racing heritage with meticulous craftsmanship and artistic details to pay homage to legend.

What is the current perception vs. the desired perception of this ad?

Current perception: A fun, affordable, and kid-friendly toy brand.

Desired Perception: Through its limited-edition “icons” collection, Hot Wheels aims to be seen as a brand that collaborates with the world’s leading motorsport brands to bring high-end limited-edition commemorative models and collectibles to the market. By partnering with F1, Hot Wheels not only conveys the speed and passion of racing but also builds a connection between racing fans and the heroes of the track.

Why do we need this ad?

The 2026 Monaco launch, coupled with the growing global interest in F1, creates a communication channel that combines scarcity, commemoration, and culture. “The Line of Legends,” centered around three legendary drivers and the Monaco circuit, elevates Hot Wheels from a childhood memory to a collectible icon for the adult world. Through strong integration with race scenes, racing media, and premium placements, the ad reshapes the brand’s image: this isn’t just a model car, but a cherishable piece of racing history and engineering art. Driven by a limited-edition campaign, the campaign will simultaneously achieve a closed loop of awareness, emotional connection, and purchase conversion, opening up long-term growth opportunities for Mattel and Hot Wheels in the adult collector market.

Tagline:

“Precision Forged. Legends Remembered.”

Print Media Outlets:

• Top Gear Magazine (UK)
• F1 Racing
• Autosport
• Robb Report (global luxury/lifestyle collectors)

OOH Placement:

• Large LED screens and billboards in Monaco, Monza, São Paulo, Austin, Miami, and London, located near race circuit entrances, airports, and major fan-zones.
• Airport lightboxes and racetrack entrance banners capturing high-income, high-intent travelers and collectors during F1 events.

Rationale:

These placements connect directly with the campaign’s audience — adults (18-34) with a passion for speed and collection. Robb Report and Top Gear deliver credibility and prestige; airport and circuit OOH maximize exposure when emotional anticipation for F1 is at its peak.

“Precision Forged. Legends Remembered.” These catchphrases are a perfect addition to the Hot Wheels × F1 The Line of Legends campaign: combining two emotional facets of the audience’s experience – technical excellence and timeless heritage.

While “Precision Forged” alludes directly to the die-cast metal craftsmanship and engineering detail fans greatly appreciate, “Legends Remembered” evokes nostalgia and reverence toward Schumacher, Senna, and Prost； the premier architects of the sport’s golden age – and its adult collectors and F1 enthusiasts 18-34.

The tagline fulfills the campaign’s goal by repositioning Hot Wheels as a premium collectible brand, one that transforms racing history into tangible artistry.