The LEGO Group and Formula 1 have teamed up for a new multi-year partnership.
Launching in 2025, the partnership will include fan zone activations at Grand Prix and a host of content across the LEGO Group’s digital platforms.
Data shows that in recent years, F1 has seen a huge surge in growth with younger fans – with more than four million children aged 8-12 now actively following the sport across the EU and US, while 40% of followers on Instagram are now under 25 years old.
A diverse portfolio of new LEGO products will see the Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include products from LEGO DUPLO for preschoolers, and sets for kids of all ages, as well as teenagers and adult builders.
Activities to come in 2025 will include a focus on bringing fans closer to the worlds of innovation, technology and engineering through the fun of LEGO building, with interactive fan zone activities throughout the season for fans to experience, as well as products that celebrate the sport’s engineering and technical heritage.
“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,” commented Julia Goldin, chief product and marketing officer at The LEGO Group. “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.”
Emily Prazer, chief commercial officer at Formula 1, continued: “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.”
For the upcoming 75th anniversary of the FIA Formula 1 World Championship, the LEGO Group will have presence at key races throughout the 2025 calendar.
Fans should look out for the full partnership, including products, experiences and content to roll out of the pits in time for the 2025 FIA Formula 1 World Championship.
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