F1 Unveils New UNO Card Game Editions in Latest Mattel Collaboration

Formula 1 has announced a new F1-themed version of the iconic card game UNO, marking its second major collaboration with toy giant Mattel. This follows the successful launch of F1-themed Hot Wheels earlier this year, signaling a deeper partnership between the two brands to engage fans in novel ways.

Why it matters:

This partnership extends Formula 1's brand presence beyond the racetrack and into mainstream entertainment, making the sport accessible to a wider audience, including younger fans and families. By integrating F1 elements into popular games like UNO and Hot Wheels, F1 aims to capitalize on the passionate fanbases of both brands, fostering new engagement avenues and strengthening its global appeal.

The Details:

• UNO Elite Formula 1 Edition: This new edition will feature official F1 drivers, cars, circuits, and teams, bringing the competitive spirit and excitement of Formula 1 to the card game.
• Extensive Card Collection: The game includes over 100 unique F1-inspired Elite Action cards, available in various colors and special edition foil variations. In total, more than 1,000 unique collectible cards will be available.
• Availability: Fans can pre-order these new cards through both a starter pack and additional 'booster sets'.
• F1 and Mattel Executives' Comments: Emily Prazer, F1's Chief Commercial Officer, emphasized showing up for fans in innovative spaces, stating, "I cannot wait for players to bring the competitiveness, drama, and excitement of Formula 1 to this iconic game." Katie Buford, VP and Global Head of Games at Mattel, highlighted the unique interactive way this expansion brings motorsport excitement to a traditional game, bridging both fanbases.

The Big Picture:

This collaboration builds on a successful strategy of diversifying F1 merchandise and experiences. Previous special UNO editions have included popular franchises like Minecraft, NFL, Harry Potter, and Spiderman, demonstrating UNO's track record of successful themed integrations. For F1, this means tapping into established gaming communities and offering fans new ways to interact with their favorite sport off-track.

What's next:

This expanded partnership between F1 and Mattel is set to continue evolving. Following the UNO launch, the 1:64 diecast collection of F1 Hot Wheels has also been completed, now including Ferrari and Aston Martin cars, meaning all F1 teams are represented. This commitment to offering comprehensive collections across different product lines suggests more extensive and creative fan engagement initiatives are likely in the pipeline, aiming to maintain momentum and introduce even more fans to the world of Formula 1.