The LEGO Group and Formula 1 have announced a multi-year partnership that will begin with the 2025 F1 season. This collaboration aims to connect young people and families to the joy of Formula 1 through the world of LEGO, dedicated to innovation, engineering and inclusivity.
The partnership includes LEGO products representing all ten Formula 1 teams, from LEGO DUPLO for preschoolers to sets for older builders. Besides the products, there will also be fan activations at the main races, offering immersive experiences at Grand Prix events.
Due to the increasing popularity of Formula 1 among young people, especially those under 25, the LEGO Group plans to introduce interactive experiences that will showcase the technical aspects of the sport. Fans can look forward to recreating iconic moments from the race track and garages in the form of LEGO bricks, combining the fun of elite motorsport and creative construction.
Julia Goldin, LEGO's Chief Product & Marketing Officer, said this partnership will deepen fans' connection to the sport. While Emily Prazer, Chief Commercial Officer of Formula 1, said that this collaboration will spark creativity and passion for F1. The full product and experience is expected to launch at the 2025 FIA Formula 1 World Championship.
