For 25 years, Universal Pictures’ Fast & Furious saga has grown into a multi-billion dollar global entertainment franchise.
To celebrate this quarter-century milestone, Universal Products & Experiences (UP&E) is rolling out a multi-category global consumer products and retail program. Spanning die-cast vehicles, toys, apparel, theme park attractions, and experiential retail activations, the campaign sets the stage for the franchise’s future, including the upcoming Fast Forever film in 2028 and a new live-action TV series in development for Peacock.
Rafa Macias, EVP, Global Consumer Products & Games at Universal Products & Experiences, says:
“Fast & Furious has transcended film to become a global cultural force – one that celebrates speed, style, and the power of community. This anniversary is an opportunity to honor that legacy by bringing fans closer than ever to the franchise through innovative products, premium partnerships and immersive retail experiences around the world. From highly detailed collectibles to global activations, we’re creating new ways for fans to engage with the brand and celebrate what makes Fast & Furious so enduring – its unmistakable energy and its sense of family.”
Hardlines & Toy Partnerships: Jada, Mattel, and LEGO
Anchoring the master toy program is a line of precision-engineered die-cast vehicles and building sets:
- Jada Toys: Introducing the Fast & Furious Special Finish Series in 1:24 and 1:32 scale, alongside the Walmart-exclusive Small Blocks stylized line. Jada is also debuting a premium 1:18 scale resin replica of Brian O’Conner’s iconic Nissan Skyline GT-R.
- Mattel: Expanding its Hot Wheels® Premium Fast & Furious die-cast lineup featuring Real Riders™ tires and Metal/Metal™ bodies. Mattel is also integrating replica props and branded displays into the global Hot Wheels® Legends Tour across the U.S. and Latin America.
- The LEGO Group: Rolling out new construction sets under the LEGO® Speed Champions and LEGO® Technic™ banners, including brick-built versions of the Toyota Supra MK4, Mitsubishi Eclipse, and Dominic Toretto’s Dodge Charger R/T. The launches will be supported by a digital content series titled “The Race Never Ends.”
Theme Parks & Location-Based Entertainment
The licensing program directly integrates with Universal Destinations & Experiences. Both Universal Studios Hollywood and Universal Orlando Resort are launching exclusive destination apparel and accessory lines. Retail momentum will be further driven by the upcoming launch of the “Fast & Furious: Hollywood Drift” roller coaster at Universal Studios Hollywood, followed by Universal Orlando Resort.
Regional Retail & Global Brand Activations
The 25th-anniversary program features tailored regional retail rollouts across key international markets:
- North America: A national cross-promotion with Mobil 1 features a sweepstakes giving fans a chance to experience “Fast & Furious: Hollywood Drift.” Mass and specialty fashion programs are launching across Walmart, Target, Old Navy, BoxLunch, and Her Universe.
- China: Universal and Mattel have partnered for a 16-city automotive tour running through October, featuring high-profile vehicle displays and integrated brand moments within Hot Wheels City venues.
- Japan: A nationwide retail pop-up tour debuts at Don Quixote, alongside high-end streetwear collaborations with fashion brands like Saint Mxxxxx.
- UK & Europe: The franchise is taking center stage at major automotive events, including the British Motor Show and CarFest, supported by fast-fashion retail capsules at Bershka, Primark, and HOUSE.
Additional licensing partnerships, regional retail takeovers, and product launches will continue to roll out globally throughout 2026.
