The LEGO Group and Formula 1® announced an exciting new strategic partnership set to kick off in 2025. This long-term collaboration aims to bring young fans and families closer to the thrilling world of Formula 1 and motor sports. Through this partnership, LEGO will combine its iconic world with F1, making the sport more accessible for families worldwide.
Starting in 2025, the partnership will debut with special activations at Grand Prix fan zones and engaging content on LEGO’s digital platforms. These initiatives will target fans of all ages, with a particular focus on the growing number of young F1 enthusiasts. Data shows that in recent years, the F1 fanbase has seen a significant rise among younger audiences. Over four million children aged 8-12 in the EU and US actively follow F1, and 40% of Formula 1’s Instagram followers are under 25.
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This collaboration aims to spark interest in innovation, technology, and engineering while fostering stronger inclusivity. With a diverse product portfolio that includes all 10 current Formula 1 teams, the LEGO Group and F1 will deliver a product range that appeals to both F1 and LEGO fans of all ages.
The new product line will feature a variety of sets, including LEGO® DUPLO® for preschoolers and more advanced sets for older children, teens, and adult builders. Fans will have the opportunity to recreate the excitement of F1 with LEGO bricks, from the racetrack to the pit lane and garages. By reconstructing iconic moments and scenes, fans can immerse themselves in the high-speed world of racing in a completely new way.
Throughout the 2025 season, fan zones at races will host special events designed to bring fans closer to the technological and engineering marvels behind Formula 1. The product lineup will highlight F1’s engineering legacy while showcasing the creativity of LEGO building.
With this partnership, LEGO and Formula 1 aim to unite two passionate fan bases and offer an unforgettable experience. Whether through building or racing, fans will get the chance to dive into the complexities of elite motorsport in a unique and hands-on way.
