F1 has announced a multi-year partnership with toy production company, LEGO from the 2025 season. The partnership will help in engaging content for fans and families across LEGO Group’s digital platforms, coupled with a prominent presence at Formula 1 events.
The partnership between two of the most recognized brands in the world will ensure an increase in the younger fans aged 8-12 in the F1. To unite both fanbases, LEGO will introduce F1-themed products designed for children, teenagers, and adults. The product line will allow fans to build replicas of F1 teams and icons using LEGO bricks. Fans can also experience in-person and interactive activations at the Grands Prix through dedicated fan zones.
We’re putting play in pole position!
Launching in 2025, we’re bringing the thrill of Formula 1 to fans of all ages 👉 https://t.co/5tK3U2NCts#F1 pic.twitter.com/r9rZJ9fWKJ
— Formula 1 (@F1) September 18, 2024
The toy manufacturer, which already has a longstanding partnership with McLaren, recently collaborated on a life-size drivable LEGO car. Formula 1 driver Lando Norris took the car for a lap around Silverstone earlier this month.
LEGO’s Technic product line features recent McLaren and Mercedes F1 cars, while its Speed Champions series includes models of McLaren, Mercedes, and Aston Martin Formula 1 cars, along with an Aston Martin-branded safety car.
“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.” Julia Goldin, chief product and marketing officer of the LEGO Group, said.
“The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe,” said Formula 1’s chief commercial officer Emily Prazer.
Recent data reveals a significant increase in younger fans for Formula 1 in recent years. Over four million children aged 8-12 are now actively engaging with the sport across the EU and US, and 40% of Instagram followers are now under the age of 25. As the 75th anniversary of the FIA Formula 1 World Championship approaches in 2025, the LEGO Group will join the festivities, maintaining a presence at key races.
Additional details about the partnership, including new LEGO and LEGO Duplo product lines for builders of all ages, are expected to be announced before the 2025 Formula 1 season. The first grand prix of next season is set to take place in Australia in mid-March.
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Mohd Faisal Hakak is a sports author from Kashmir. He likes to keep tabs on the sporting world with a keen interest in football, motorsports, NBA, and other marquee sports. He is a science graduate from Islamia College Srinagar.
