Hot Wheels Is Looking for the Next Generation of Leaders, Starting With Kids Obsessed With Cars

A kid who spends hours building Hot Wheels tracks in the living room might be developing more than just a hobby. According to a new global initiative from Mattel and Formula 1, that same obsession could be early training for leadership, creativity, and decision making under pressure.

While the initiative is clearly built around toy culture and racing fandom, it also taps into something bigger: performance mindset. Formula 1 has become one of the fastest growing sports in the world largely because of the strategy, precision, and high pressure decision making involved behind the scenes. Team principals are responsible for leadership, communication, preparation, and execution, skills that extend far beyond motorsports.

That same mindset is now becoming more common in youth athletics and modern parenting. More families are looking for activities that combine creativity, competition, and problem solving instead of passive screen time. Building tracks, studying race strategy, and learning how teams operate gives kids a hands on way to think critically while still having fun.

In other words, the next generation of performance culture may not start in the weight room. It might start with a toy car on the living room floor.

How to Enter the Hot Wheels Tiniest Team Principal Contest

Parents or legal guardians of children between ages 5 and 10 can submit a 30 to 90 second video through TikTok or Instagram explaining why their child should become the first ever Hot Wheels Tiniest Team Principal. Submissions officially open May 20 and close June 16, with winners announced June 23.

The winning participants will receive VIP Formula 1 experiences, behind the scenes access, custom Hot Wheels gear, and the opportunity to collaborate with the Hot Wheels and Formula 1 teams on future projects.

Judges include Formula 1 CEO Stefano Domenicali, former Formula 1 World Champion Jenson Button, Mattel executive Ted Wu, and Hot Wheels designer Kristina Albrecht.

For official rules and eligibility requirements, visit Mattel's Hot Wheels F1 page.

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This story was originally published May 19, 2026 at 5:07 PM.