Formula 1 and the LEGO Group have announced a strategic partnership that will bring the excitement and innovation of the world’s premier motorsport series to LEGO fans of all ages.
Starting in 2025, the LEGO Group will introduce a range of LEGO products inspired by F1, featuring iconic teams, cars, and circuits. From DUPLO sets for younger builders to intricate models for adult enthusiasts, the partnership offers fans the opportunity to recreate their favourite moments and build their racing legends.
Commenting on the occasion, Emily Prazer, Chief Commercial Officer of Formula 1, said, “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family.”
Julia Goldin, Chief Product & Marketing Officer of the LEGO Group, added, “At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion for the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”
The partnership will include fan engagement activities, such as fan zone activations at Grand Prix events and exclusive LEGO building experiences.
F1 has seen a surge in popularity among younger fans in recent years, with data showing that millions of children now follow the sport. The partnership with LEGO underscores the sport’s commitment to innovation and reaching new audiences. The LEGO Group’s expanded role in F1 joins a growing list of recent collaborations with companies like Lenovo, Santander, Aggreko, Globant, Topps, Playseat, McDonald’s, FanCode, Viaplay Group, and beIN Sports.
The LEGO Group, founded in 1932, is a global leader in play materials. The iconic LEGO brick has been used by children and builders of all ages to reimagine worlds for over 90 years. The company is committed to inspiring creativity, learning, and self-expression through play.
As the 2024 F1 season heats up, with the Singapore Grand Prix looming on September 20-22, Max Verstappen of Oracle Red Bull Racing Honda RBPT continues to dominate the driver standings. Meanwhile, McLaren Racing has made significant strides in the constructor’s standings, showcasing its competitive edge and proving a formidable force in the sport.