The LEGO Group and Formula 1 have announced a new partnership that will unite “two globally passionate fan bases.” Starting in 2025, the collaboration will feature products, experiences, and content.
The official LEGO website currently has a countdown timer with over 50 days to go until the launch. The construction toy company will produce models of all 10 teams on the Formula 1 grid. Additionally, both brands will open activation zones for fans during Grand Prix events. Through the LEGO digital platform, there will be content related to the world of racing for families and fans.
LEGO and Formula 1 partnership
Although the toy brand has already recreated several F1 race cars, this announcement marks a new phase. “We believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans”, said Julia Goldin, Executive Vice President of Product and Marketing at the LEGO Group. “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”, she added.
To mark the 75th anniversary of the Formula 1 World Championship, the LEGO Group will be present at key races on the 2025 calendar. There will be products, experiences, and yet-to-be-announced content that “celebrates the engineering of the sport and the legacy of technology.”
According to the statement, more children have become interested in car racing. In the United States, over 4 million young people between the ages of 8 and 12 actively follow the sport. According to Formula 1, 40% of its followers on Instagram are under 25 years old.
F1 Commercial Director Emily Prazer stated that “through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick”. Prazer emphasized that children will learn “the mechanics and technology behind the sport through play”.
Previously, LEGO collaborated with McLaren. The toy brand built a life-size McLaren P1 car with over 340,000 LEGO elements and an electric motor. Lando Norris, a driver for the McLaren Formula 1 team, completed a lap at the Silverstone circuit with the vehicle. “The car has fully functional steering, making it the first LEGO big build ever capable of steering and taking on tricky racetrack corners”, the statement detailed.