The LEGO Group and Formula 1 have announced a multi-year partnership starting in 2025 aimed at combining LEGO building enthusiasts with the excitement of Formula 1 racing. The partnership will include fan zone activities at Grand Prix events and a variety of content on LEGO digital platforms to cater for families and enthusiasts.
Figures show that Formula 1’s young fan base has grown significantly, with more than 4 million children aged 8 to 12 following the sport in the EU and US, and 40% of Instagram followers under the age of 25. The partnership aims to appeal to this demographic by offering a range of LEGO products, including LEGO DUPLO sets for preschoolers and advanced building sets for teenagers and adults.
The plan will also emphasize innovation, technology and engineering through interactive fan zone activities throughout the 2025 season.
At the LEGO Group, we have a proud history of recreating many F1 cars in LEGO brick form, and we believe this new partnership will help make it accessible to all through LEGO play and building. Fans can experience the excitement of the sport more closely. This will allow them to celebrate their passion for the sport in a more immersive and exciting way and will see the power of LEGO creativity and imagination further enhance the excitement of F1. We look forward to introducing everything this exciting partnership has to offer to lifelong fans and new fans of Formula 1 racing and the LEGO brand at home and on the track.
New LEGO sets will allow fans to recreate iconic moments on the track, in the pits and in the garage, providing an immersive experience in the world of elite motorsport.
