Mattel has created the position of European marketing director to manage its Hot Wheels toy cars tie-up with Formula One.
The move comes after the toy company last month signed a licensing deal in the US with five Formula One teams, enabling Mattel to make multi-scale replicas of their cars.
The licensing agreement will extend beyond toy cars to include a line of adult collectibles, track sets, radio controlled cars and electric racing sets. The company hopes the new range will rival Scalextric.
The new marketer, to be based at Mattel’s UK offices in Maidenhead, will have the task of creating and implementing a business plan.
Mattel says it is looking for someone already involved in Formula One to coordinate all marketing initiatives with the US Hot Wheels team and Mattel’s global operations.
Mattel aims to make the range a one-stop shop for Formula One replica collectibles and toy products.
The new product line, which goes on sale next year, features the Ferrari, Jordan Grand Prix, McLaren International, Stewart-Ford and Williams Formula One teams.
A Mattel spokesman says: “Aligning ourselves with Formula One racing gives us the opportunity to create, for the first time, a complete product line that appeals to children and adults.”