Licensing News

VP Racing Fuels Revs Up Hot Wheels Licensing Deal

VP Racing Fuels-Hot Wheels

VP Racing Fuels, Inc. and Mattel have struck a licensing agreement for the Hot Wheels brand. Under the agreement, Mattel will produce a line of diecast cars and trucks displaying VP Racing Fuels brand names and logos.

VP Racing’s licensing agency, Pacific Swell Brands, brokered the deal.

“Hot Wheels is the most iconic brand of collectible toy cars and trucks in the world,” said VP Racing director of brand management, Bob Merz. “Since VP Racing has been powering high-performance cars and trucks globally for 46 years, it seemed a great fit for both brands. We look forward to growing this relationship and promoting our brands together.”

The first VP Racing-branded vehicles to launch from Hot Wheels will be the 2021 Chevrolet Corvette C8.R. This particular vehicle is raced in the IMSA WeatherTech SportsCar Championship, for which VP Racing Fuels is the official fuel provider.

“The Hot Wheels C8.R is a great compliment to our racing heritage and reputation for fueling champions,” Merz said.

Part of the Team Transport line, the Hot Wheels Corvette C8.R arrives at retailers and the VP Racing website this month.