A Quarter-Century At a Time: Fast & Furious at 25

The first Fast & Furious film, The Fast and the Furious, sped onto the scene in June 2001, and the franchise hasn’t slowed down since. As the series fuels up for its 25th anniversary, Universal Products & Experiences (UP&E) is celebrating like a true Toretto: by going the extra mile.

“The 25th anniversary is a moment to recognize what Fast & Furious has become over the last quarter century: a franchise that has brought people together through cars, family, culture, and connection,” says Rafael “Rafa” Macias, EVP of Global Consumer Products & Games, UP&E. “What makes this milestone especially exciting is the chance to invite audiences into the world of Fast & Furious in new ways, whether through consumer products, premium partnerships, retail moments, or immersive experiences that bring the franchise closer to fans across key markets.”

For the celebration, UP&E has kicked its licensing strategy into high gear, teaming up with companies across toys, collectibles, apparel, accessories, and beyond. Among the product rollouts are a sneaker line from PUMA; Original Marines pajamas; racetracks and playsets from Dickie Toys; graphic T-shirts and other streetwear from luxury fashion label Saint Michael; and a detailed Dodge Charger ride-on from Hyper Toy Co., complete with lights, sounds, and a supercharged smoke effect. 

Mattel is celebrating the full scope of the series with an anniversary-inspired Hot Wheels collection. Designed for kids and collectors alike, the collection honors hot rods throughout the films’ history with detailed, 1:64-scale die-casts, from early JDM icons like the 1994 Honda Del Sol to American muscle like the 1970 Dodge Challenger R/T, all the way to the W Motors Lykan Hypersport, the supercar that famously launched through three Abu Dhabi skyscrapers in Furious 7. 

“An anniversary gives you a much broader canvas [than a new-film launch],” says Alex Ries, VP, Global Head of Hot Wheels, Mattel. “You’re able to look across the entire history of the franchise, revisit fan-favorite moments, and curate a collection that celebrates the evolution of the brand. It’s less about supporting a single story and more about honoring the cultural impact the franchise has had over time.”

Rather than add to the pile of Fast & Furious replicas already on the market, Jada Toys sees the anniversary as an opportunity to try something new. The company is launching two distinct die-cast collections, each putting its own spin on the franchise’s vehicles. The Special Finish Series elevates the familiar rides with flashy new finishes and premium paint treatments, while Small Blocks, an all-new collectible concept debuting with Fast & Furious, transforms them into compact caricatures with playfully exaggerated proportions. 

“The Fast & Furious fandom is incredibly diverse,” says Darryl Li, Director of Brand Management, Jada Toys. “Some collectors want screen-accurate replicas that celebrate the heritage of the films, while others enjoy stylized interpretations that reflect today’s collector trends and designer toy culture. Developing two unique collections allowed us to celebrate both audiences … Together, they demonstrate the versatility of the Fast & Furious brand while expanding the ways fans can engage with it.”

Meanwhile, The LEGO Group is embracing the garage spirit with three new building sets. Each set re-creates one of the classic cars from the 2001 original — like Brian O’Conner’s Toyota Supra MK4 and lime-green Mitsubishi Eclipse — ranging from kid-friendly LEGO Speed Champions builds to intricate LEGO Technic models. The star of the show is the 1,516-piece LEGO Technic Dodge Charger R/T, which gives fans a peek at the real mechanics under the hood of Dom Toretto’s infamous ride, including a working suspension, a chain-driven V8 engine, functional steering, and rear-wheel drive with a cardan shaft and differential. 

“For many car enthusiasts and Fast & Furious fans, the appeal goes beyond simply owning a model — they love the design, details, and engineering of the vehicles,” says Emily Jacobs, VP of Inbound Licensing, The LEGO Group. Building the model allows them to experience those elements firsthand, creating a deeper connection to the car as they assemble it piece by piece … This combination of creativity, accomplishment, and technical discovery delivers an experience that a traditional collectible cannot replicate.”

The celebration doesn’t stop at the shelves. Throughout the year, UP&E will launch a wide variety of live events and retail activations for the anniversary, like auto shows, vehicle tours, and even bringing The Fast and the Furious back to the big screen for a victory lap. 

Theme parks are getting in on the action, too. This summer, Universal Studios Hollywood opened a brand-new high-speed roller coaster inspired by the series, Fast & Furious: Hollywood Drift, with an Orlando installation to follow in 2027. Both parks will receive exclusive merchandise drops and branded promotions for the anniversary, introducing new fans to the thrills while revving up excitement for the next quarter-century of Fast & Furious. 

As Macias says, “With the road ahead accelerating toward the highly anticipated next film, Fast Forever, in 2028 and a new live-action television series on Peacock, the franchise continues to expand, creating new momentum. The anniversary has shown us what’s possible when product, retail, and real-world experiences work together. That’s the blueprint for the future: keeping Fast & Furious embedded in culture, present in fans’ lives, and positioned to inspire the next generation of fans for years to come.”

A version of this feature appears in The Toy Book‘s 2026 Fall Toy & Licensing Preview Issue. Read the full issue here!

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