In an exciting development for both motorsport and toy enthusiasts, Formula One and The Lego Group have announced a fresh partnership, set to roll out a series of F1-inspired Lego sets in 2025.
This collaboration will cater to all ages, from kids with simpler kits to complex brick sets designed for older children and adult builders alike.
The partnership promises to introduce F1 teams, cars and track environments into Lego brick form. Through a combination of physical sets and digital content, the initiative will immerse fans in the world of Formula One.
Fans can look forward to engaging with Lego's digital platforms and seeing dedicated Formula One activations at race events. "The Lego brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe," noted Emily Prazer, Chief Commercial Officer of Formula One.
Aside from the fan-focused activations, the collaboration highlights the shared values of innovation and engineering between the two brands. Through these products and events, fans will explore the technical side of Formula One, using Lego's educational and creative medium to engage with the sport on a deeper level.
Julia Goldin, Chief Product & Marketing Officer of The Lego Group, commented, "We believe this new partnership, through Lego play and building, will help bring the spectacle of this sport even closer to all fans."
Formula One’s youthful fanbase is growing, with more than four million children aged 8-12 in Europe and the US actively following the sport. This partnership with Lego aims to capture their imagination, integrating the thrill of motorsport with Lego's creative world-building.
Full product details, including official launch dates, are set to be announced closer to 2025.