The McLaren Group, best known for its Formula One racing team, has launched a new company, McLaren Animation.

McLaren Animation’s first production, “Tooned,” is a CGI-animated series featuring McLaren’s two Formula One world champions, Lewis Hamilton and Jenson Button, who voiced their own characters, as well as British actor and comedian Alexander Armstrong.

“Tooned” debuted on the U.K. channel Sky Sports F1, in conjunction with the Santander British Grand Prix, on July 8.

The McLaren Group also intends to implement a complete licensing program to support the new series.

“‘Tooned’ is the result of extensive market research carried out by McLaren, which John [Allert], our group brand director, and I then analyzed carefully together,” says Ron Dennis, executive chairman, McLaren Group. “It’s an exciting and creative concept that addresses the insights gleaned from our research in a very innovative way. Creating a more demographically accessible ‘face’ for McLaren will help our brand appeal to a wider audience whilst also fostering increased brand loyalty.”

“Tooned” will be broadcast as a series of 3-minute episodes coinciding with each Formula One Grand Prix, and will air in the U.K. on the Sky Sports F1 channel before each race. Each episode will use the drivers’ celebrated camaraderie and need for speed as the basis for comical racing adventures.

McLaren Animation is a joint venture launched in partnership with the visual effects and animation studio Framestore and is structured under the corporate canopy of the McLaren Group, alongside McLaren Marketing.