Mattel Launches Global Search for the First-Ever Hot Wheels Tiniest Team Principal™
Toy giant Mattel is taking kids’ imaginations to the next level with an exciting worldwide competition that blends creativity, racing passion, and the thrill of Formula 1®. The company has officially announced a global search for the very first Hot Wheels® Tiniest Team Principal™, giving young racing fans the opportunity to step into one of the most exciting ambassador roles ever created for children.
The unique initiative, launched in partnership with Formula One, invites parents and legal guardians from the United States, the United Kingdom, and Mexico to nominate children between the ages of five and ten who have an obsession with cars, racing, and all things Hot Wheels®. The winning children from each country will not only earn the title of Hot Wheels Tiniest Team Principal™, but they will also travel with their families to Hot Wheels headquarters in El Segundo, California, for a once-in-a-lifetime motorsports experience.
The competition officially opened on May 20 and will continue accepting entries through June 16. During this period, parents or guardians are encouraged to submit creative videos on TikTok or Instagram showcasing why their child deserves the title. According to Mattel, the role is designed for kids who already act like miniature motorsport strategists — children who spend hours building race tracks, debating which car is the fastest, redesigning loops, and treating race day like a championship final.
Unlike a typical contest, the Hot Wheels Tiniest Team Principal™ program has been designed to fully immerse kids into the world of professional racing and toy design. The selected winners will meet the executive and design teams behind both Hot Wheels and Formula 1®, giving them direct exposure to the people who create some of the world’s most recognizable die-cast racing products. The children will participate in hands-on activities where they can test their instincts, make creative decisions, and help design their very own Hot Wheels F1® die-cast car.
Mattel says the competition celebrates the creativity and confidence children naturally display during imaginative play. The company believes many kids already think like race engineers and team principals when they customize tracks, organize races, and create their own rules at home. The new program aims to turn that imagination into an official role with real-world recognition.
The judging panel behind the contest includes some major names from the racing and toy industries. Among them is Stefano Domenicali, President and CEO of Formula 1®, who will help evaluate submissions from aspiring young racers. Joining him is Ted Wu, General Manager and Global Head of Vehicles and Building Sets at Mattel, alongside Jenson Button, the 2009 FIA Formula One World Drivers’ Champion and Formula 1® Ambassador. The judging team also includes Kristina Albrecht, a designer responsible for the Hot Wheels F1® Premium Product line.
Mattel emphasized that the contest is not about professional skills or racing experience. Instead, it is focused on imagination, creativity, enthusiasm, and personality. Children are encouraged to submit videos that showcase their passion in any way they choose. This could include building custom track sets, creating original car designs, making race predictions, explaining how they would manage an F1® team, or passionately debating which Hot Wheels car deserves pole position.
Ted Wu described the role as one built for fearless thinkers and passionate young creators. He explained that the company is searching for children who constantly rebuild and reinvent their racing worlds, adding that the Tiniest Team Principal™ might even take over his own job for a day — provided they give it back afterward.
The campaign also highlights the growing collaboration between Hot Wheels and Formula 1®, which has become increasingly popular among younger audiences and collectors alike. By combining the high-speed excitement of global motorsport with the imaginative freedom of Hot Wheels toys, Mattel hopes to inspire a new generation of racing enthusiasts.
For the winners, the rewards extend far beyond a simple trophy or title. Each grand prize winner will receive an all-expenses-paid trip to one of Formula 1®’s major Grand Prix events in 2026. Depending on their country, winners will attend either the FORMULA 1 BRITISH GRAND PRIX 2026, the FORMULA 1 UNITED STATES GRAND PRIX 2026, or the FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2026. The experience will include VIP access and behind-the-scenes opportunities that most racing fans only dream about.
In addition to attending the races, the winning children will receive exclusive custom Hot Wheels team gear and gain the opportunity to collaborate directly with Hot Wheels designers on a unique one-of-a-kind F1® die-cast vehicle. They will also get an early preview of upcoming Hot Wheels F1® projects and may even contribute ideas for future liveries and car designs.
One of the campaign’s more playful touches includes a reserved parking spot at Hot Wheels headquarters labeled “Hot Wheels Team Principal.” Mattel jokingly clarified that the space would technically belong to the parents’ car, since the winners themselves are obviously still too young to drive.
The grand prize package also includes the complete Hot Wheels F1® product line, featuring die-cast cars and racing track sets that celebrate the partnership between the iconic toy brand and Formula 1®.
Former Formula 1® world champion Jenson Button praised the concept, saying that in Formula 1®, races are often decided by split-second decisions and strategic thinking. According to Button, children demonstrate those same instincts every time they race Hot Wheels cars at home, making them surprisingly qualified for the role of Tiniest Team Principal™.
The initiative reflects Mattel’s broader strategy of turning its toy brands into immersive entertainment experiences that extend beyond traditional play. Over the past several years, the company has expanded Hot Wheels into live events, digital gaming, collaborations, and motorsport partnerships that connect with audiences of all ages.
For parents, the contest offers a rare opportunity to celebrate their child’s imagination and creativity on a global stage. For kids, it presents the chance to become an official ambassador for one of the most recognizable toy brands in the world while entering the thrilling universe of Formula 1® racing.
Mattel summed up the spirit of the competition with a humorous reminder that while no professional experience is required, a strong love for cars is highly encouraged. The company also joked that fluency in “vroom vroom” language is definitely preferred.
About Mattel
Mattel is a leading global play and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About Formula 1®
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.
