LEGO and Formula 1 have announced a new long-term strategic partnership that will bring young fans and families closer to the Formula 1 experience and motorsport, starting in 2025.
The detailed statement on this matter includes the following: was given: “A new, long-term partnership has been announced to bring more LEGO enthusiasts into the world of Formula 1 and bring these two passionate fan bases together. The new partnership will kick off in 2025 with a dedicated fan zone activation at the Grand Prix and a series of engaging content for fans and families to enjoy across the company’s digital platforms. Data shows that F1 has seen a significant increase in its young fan base in recent years. More than four million children aged 8-12 actively follow F1 in the EU and US, while 40% of Formula 1 followers on Instagram are under the age of 25. The diverse portfolio of new LEGO products will recreate Formula 1 teams from LEGO bricks and will appeal to F1 enthusiasts and LEGO enthusiasts alike.
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The new product portfolio will include DUPLO for preschoolers and sets for children, teenagers and adults of all ages. The 2025 events will focus on bringing Formula 1 enthusiasts closer to innovation, technology and engineering through the fun world of LEGO bricks. Special events will be held in the fan zone throughout the season, and products will be presented that highlight the engineering and technical heritage of the sport. Fans will have the opportunity to dive deep into the thrill of high-speed racing by recreating exciting moments and icons from the race track, pit area and garages in LEGO brick form. This gives them the opportunity to sit in the driver’s seat and experience the complexities of elite motorsport in a whole new way.”
Julia Goldin, LEGO Group Product and Marketing Director, commented on the collaboration: “As a company, we have a proud history of rebuilding many F1 cars with LEGO bricks. Our new partnership will enable Formula 1 fans to experience the passion of the sport in more immersive and exciting ways, and the creativity and imagination of LEGO will further enhance the excitement of F1. We look forward to revealing the full details of this exciting partnership, which we will be bringing to both existing F1 fans and new Formula 1 and LEGO enthusiasts at home and on the track.”
Formula 1 Commercial Director Emily Prazer said: “LEGO bricks have ignited a passion for creativity and construction in millions of children and adults around the world. Through this collaboration, LEGO builders will be able to rebuild and imagine the world of Formula 1 through bricks and play, delving deeper into the mechanical and technological world of the sport.” “We look forward to bringing the excitement of Formula 1 to the company’s passionate builders and providing F1 fans with another way to enjoy the sport with their friends and family.”