Billund, Denmark – Toy production company LEGO Group has joined forces with international racing Formula 1 (F1). The partnership is set to launch in 2025 in time for the next F1 season.
The collaboration ensues after F1 has observed a rise in younger fans, ages 8 to 12 years old. Activations from the partnership cater to fans of all ages and are suitable for families to enjoy.
With the aim of bringing both fanbases together, LEGO will launch F1-inspired products tailored for children, teenagers, and adults. As part of the product line-up, fans will be able to recreate F1 teams and icons in the form of LEGO bricks.
Audiences can also enjoy in-person and interactive fan zone activations at the Grands Prix.
“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 and marketing officer of the LEGO Group, said.
Emily Prazer, chief commercial officer of Formula 1, commented, “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.”
With the 75th anniversary of FIA Formula 1 World Championship coming up in 2025, the LEGO Group will also be part of the celebration, ensuring its presence in key races.
The LEGO Group recently collaborated with Nike, aiming to promote the power of sports.
