Formula 1 And Lego Teams Up From 2025 Onwards

In an effort to bring together lovers of both the fast-paced world of Formula 1 (F1) and Lego building, The Lego Group and F1 have announced a new multi-year agreement that starts from 2025 onwards.

This partnership will enable both brands to kick-off fan zone activations during F1 races and also on Lego's digital platforms to bring the excitement of both brands to life.

It was also revealed that F1 in recent times is gaining a surge in popularity among younger audiences. In fact, over four million of which are aged between 8-12. Additionally, 40% of the F1 Instagram followers are also under 25 years of age.

This partnership will birth a diverse lineup of Lego products featuring iconic F1 teams recreated in Lego brick form. This covers from the Lego Duplo sets for preschoolers right up to intricate builds for teens and adult fans via its Speed Champions and Creator series, as well as its sub-brand Technics.

The 2025 range of Lego offerings will focus on interactive experiences that highlight the innovation, technology, and engineering of the sport. As fans reenact exhilarating scenes from the track, pit lane, and garages, they will also be able to immerse themselves in the world of F1.

According to Chief Product & Marketing Officer of the Lego Group Julia Goldin, "This partnership will allow fans to immerse themselves in the thrill of F1 in exciting new ways, leveraging Lego's creativity and imagination to bring the sport even closer to their hearts."

Meanwhile, Emily Prazer, Chief Commercial Officer of Formula 1 further noted, "With Lego bricks, fans can explore the intricacies of Formula 1's mechanics and technology while reimagining the world of Formula 1 through play."

For the 2025 race calendar, Lego will be present at major races to celebrate the 75th anniversary of the FIA Formula 1 World Championship, bringing play to the F1 paddock like never before.