Mattel creates post for F1 tie-up

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.”

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here