The LEGO Group and Formula 1 have announced a multi-year partnership, set to launch with the 2025 F1 season. This collaboration aims to connect younger fans and families with the excitement of Formula 1 through LEGO's world of play, focusing on innovation, engineering and inclusion.
Notably, the partnership will include LEGO products representing all ten Formula 1 teams, from LEGO DUPLO for preschoolers to sets for older builders. Alongside the product lineup, fan activations will be featured at key races, offering immersive experiences at Grand Prix events.
With Formula 1's growing popularity among younger audiences, especially those under 25, the LEGO Group plans to introduce interactive experiences that highlight the sport’s technical aspects. Fans can look forward to recreating iconic moments from the race track and garages in LEGO brick form, combining the thrills of elite motorsport with creative building.
Julia Goldin, Chief Product & Marketing Officer at LEGO, said the partnership will enhance fans' connection to the sport, while Formula 1’s Chief Commercial Officer, Emily Prazer, highlighted how the collaboration will ignite creativity and passion for F1. The full rollout of products and experiences is expected in time for the 2025 FIA Formula 1 World Championship.
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