The LEGO Group and Formula 1 have announced a multi-year partnership set to begin in 2025, aiming to unite fans of LEGO building with the excitement of Formula 1 racing. The collaboration will feature fan zone activations at Grand Prix events and a variety of content on LEGO’s digital platforms, catering to both families and enthusiasts.
Data reveals significant growth in Formula 1’s younger fanbase, with over four million children aged 8-12 following the sport across the EU and US, and 40% of Instagram followers now under 25 years old. The partnership seeks to engage this demographic by offering a range of LEGO products, including LEGO DUPLO sets for preschoolers and advanced builds for teenagers and adults.
The initiative will also emphasize innovation, technology, and engineering through interactive fan zone activities throughout the 2025 season.
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.”
— Julia Goldin, Chief Product & Marketing Officer of the LEGO Group
The new LEGO sets will allow fans to recreate iconic moments from the track, pit lane, and garages, offering an immersive experience in the world of elite motorsport.
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