Two of the world’s most recognised brands, Formula 1 and the LEGO Group have announced an exciting new partnership starting in 2025 that will see the launch of F1-inspired LEGO® products for builders of all ages.
The range will include LEGO® DUPLO® sets for pre-school children alongside brick sets for both children and adult builders.
The LEGO Group will also have a strong presence at Formula 1 events with fun fan zone activations throughout the season and produce engaging content across The LEGO Group’s digital platforms.
Launching in 2025, the world of Formula 1 will come alive in LEGO brick form through an exciting new product range that will feature the Formula 1 teams, as well as engaging content for fans and families across LEGO’s digital platforms and a strong presence at Formula 1 events with fun Fan Zone activations throughout the season.
.
.
Activity to come in 2025 will also include a focus on bringing fans closer to the world of innovation, technology and engineering through the fun of LEGO building, with in-person activities at races, and products that celebrate the sport’s engineering and technical heritage.
Founded in 1932, the LEGO Group is one of the world’s leading manufacturers of play materials and the iconic LEGO brick has been used by children and builders of all ages to reimagine worlds for more than 90 years. In recent years, Formula 1 has seen a huge surge in growth with younger fans and data shows that more than four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of followers on TikTok and 40% on Instagram are now under 25 years old.
Full details, including the date of the product launch will be announced in due course.
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, said:
“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 of 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.”
Source – Formula 1
