Formula One has partnered with the LEGO Group to launch F1-inspired LEGO products for builders of all ages.
Following the agreement, LEGO will launch an F1 product range in 2025, featuring the F1 teams as well as other content for supporters and families across the toy brand’s digital channels.
Additionally, LEGO will benefit from a strong presence at F1 events, aiming to create ‘fun’ fan zone activations throughout the racing season.
During this partnership, there will be a focus on bringing fans closer to the world of innovation, technology and engineering, with in-person activities at races and products that aim to celebrate the sport’s engineering and technical history.
Emily Prazer, Chief Commercial Officer of F1, 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.”
F1 has recently reported a significant increase in growth with younger fans, as data shows that more than four million children aged 8-12 actively follow the sport across the EU and the US. This is further backed by data that shows 54% of followers on TikTok and 40% on Instagram are under 25 years old.
Aligning the partnership with these statistics, the toy brand has announced that the products will include LEGO DUPLO sets for younger children alongside brick sets for older children and adults.
“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,” remarked Julia Goldin, Chief Product and Marketing Officer of the LEGO Group.
“It will enable them to celebrate their passion for 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.”
LEGO has a long history of partnering with sporting organisations such as Nike. The Group also looks to support initiatives within these deals, offering help to Football Austria in 2022 to promote women’s football.
