LEGO & Formula 1 race to the forefront with multi-year builds for kids and adults alike

[Orange]

 

The checkered flag is about to drop on an alliance that’s sure to build excitement in the racing world. LEGO and Formula 1 are joining forces in a multi-year deal.

 

Starting with the 2025 F1 season, fans of all ages will be able to get their hands on LEGO sets featuring all 10 current Formula 1 teams. 

 

For enthusiasts, this means a range of products to look forward to, from LEGO DUPLO sets designed for preschoolers to more intricate builds for older kids and adults.

 

Beyond the sets, LEGO and F1 are planning interactive fan zone activities at Grand Prix events, giving fans an opportunity to engage with the sport on an entirely new level. Whether it’s recreating iconic pit stops or the high-speed drama of the race track, this collaboration is more than just building blocks—it's about celebrating the precision and excitement of Formula 1 through the lens of LEGO.

 

 

Julia Goldin, Chief Product & Marketing Officer at the LEGO Group, shared her enthusiasm for the project:
 

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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.

 

 

 

The timing of the partnership is no accident. Formula 1 has been gaining traction with younger audiences, with data showing that over four million children aged eight to 12 are following the sport across the EU and US, while 40% of F1’s Instagram followers are under 25.

 

• https://www.thebrickfan.com/lego-and-formula-1-announce-multi-year-partnership/  
• https://www.lego.com/en-us/aboutus/news/2024/september/lego-f1-partnership-announcement 
• https://www.formula1.com/en/latest/article/formula-1-and-lego-group-build-partnership-from-2025 
• https://www.sportspromedia.com/news/f1-lego-licensing-partnership-2025/ 

 

 

Images: LEGO