LEGO and Formula 1 team up for exciting new partnership
LEGO and Formula 1 have announced they're teaming up for a new multi-year partnership, with all 10 of the sport's current teams involved.
Launching in 2025 to mark the 75th anniversary of the Formula 1 World Championship, the partnership will include fan zone activations at grands prix around the world, accompanied by digital content and new product launches featuring teams and drivers from across the sport.
The toy manufacturer already has a long-established partnership with McLaren, and they recently collaborated on a life-size driveable LEGO car which Formula 1 driver Lando Norris took for a lap around Silverstone earlier this month.
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LEGO's Technic product line includes recent McLaren and Mercedes F1 cars. It has also produced Speed Champions models of McLaren, Mercedes and Aston Martin Formula 1 cars, as well as the Aston Martin-branded safety car.
"At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans," said the LEGO Group's chief product and marketing officer Julia Goldin.
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Goldin added that the new partnership aims to enable Formula 1 fans "to celebrate their passion of the sport in more immersive and exciting ways", and said that the company is looking forward to sharing more information in the coming months.
"The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe," said Formula 1's chief commercial officer Emily Prazer.
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"Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play."
Prazer added that the Formula 1 organisation is excited about "bringing the drama and excitement" of the sport to the "passionate" LEGO community, and enhancing fans' enjoyment of the racing series through its new partnership.
Further information about the partnership – including new product lines across LEGO and LEGO Duplo for builders of all ages – is expected ahead of the 2025 Formula 1 season, with next year's first grand prix taking place in Australia in mid-March.
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