The LEGO® Group and Formula 1® have announced in the newsroom a new multi-year strategic partnership beginning with the 2025 F1 season.
This partnership aims to bring young fans and families closer to the Formula 1 experience and the sport.
The partnership seeks to merge the world of LEGO® bricks with the world of F1 fans, making the sport more accessible to families worldwide. It also aims to promote innovation, technology, and engineering while fostering stronger inclusivity and representation.
Furthermore, this new partnership will include a diverse range of products for fans and builders of all ages, and is set to feature all ten teams currently on the grid.
This partnership will launch in 2025, featuring fan zone activations at Grand Prix events and engaging content across the LEGO Group’s digital platforms. Recent data shows that F1 has experienced a surge in younger fans, with over 8 million children aged 8-12 actively following the sport across the EU and US, while 40% of Instagram followers are now under 25 years old.
A diverse portfolio of new products will see Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include LEGO DUPLO products for pre-school children, and sets for kids of all ages, as well as teenagers and adult builders.
Activities planned for 2025 will focus on bringing fans closer to the worlds of innovation, technology, and engineering through the fun of LEGO building. Fans will experience interactive fan zone activities throughout the season, and products that celebrate the sport’s engineering and technical heritage will be offered.
Fans will be able to dive deeper into the thrill of top-speed racing by recreating exciting moments and icons from the race track, pit lane, and garages in LEGO brick form. This offers an opportunity to step into the driver’s seat and experience the complexities of elite motorsport in a whole new way.
Comments from Stakeholders
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.”
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.”
For the 75th anniversary of the FIA Formula 1 World Championship in 2025, the LEGO® Group plans to participate in key races throughout the year, offering unprecedented play experiences in the F1 Paddock.
LEGO® brick and F1 fans should keep an eye out for the full scope of this comprehensive partnership, including products, experiences, and content set to roll out in time for the 2025 FIA Formula 1 World Championship.
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