Singapore – Formula 1 and Disney have commenced their partnership with the launch of the “Fuel the Magic”, a region-wide campaign spanning digital content production, merchandise releases and on-ground activations.
The collaboration was first announced in 2025, following Formula 1’s partnerships with brands including LVMH, LEGO and KitKat.
The campaign rollout coincides with the Australian Grand Prix, scheduled for early March. As part of the initiative, original content will be released on WEBTOON, featuring Disney characters Mickey Mouse, Minnie Mouse, Donald Duck and Goofy as they support a racing team navigating a crisis. New episodes will be published every race weekend throughout the season.
“Fuel the Magic” also includes a product collaboration with South Korean eyewear brand Gentle Monster. Three exclusive designs inspired by Disney’s Mickey & Friends and Formula 1 are set to be released. Pop-up activations are planned in Seoul and Shanghai, including the installation of a Mickey Mouse statue at selected sites.
“Formula 1 and Disney sparked a cultural moment felt worldwide—and it was only the beginning. This year is about turning that moment into a season‐long story,” said Tasia Filippatos, president of Disney Consumer Products.
Additional elements of the campaign include entertainment-led activations, an online core merchandise collection, and a retail pop-up scheduled to coincide with the Chinese Grand Prix.
“From unique product launches to fan experiences, digital content and WEBTOON integration, we’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other,” added Emily Prazer, chief commercial officer at Formula 1.
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