The Lego Group and Formula 1 together from 2025
The Lego Group and Formula 1 has signed a cooperation agreement. The partnership will start in 2025, all thanks to the huge increase in the number of younger fans of the queen of motorsport. More than four million children between the ages of 8 and 12 actively follow F1, while 40 percent of Instagram followers are now under 25.
The diverse portfolio of new Lego sets aims to enable F1 fans and Lego builders to recreate Formula 1 teams and track elements such as pit lanes and garages. There will be Lego Duplo products for preschoolers and sets for children of all ages, including teenagers and adult fans of the world’s most famous bricks.
New Lego sets will surprise children and adults
– At The Lego Group We have a rich history of recreating many F1 cars in LEGO brick form and we believe that through fun, this new partnership will help bring the spectacle of the sport even closer to all fans – said Julia Goldin, Chief Product and Marketing Officer at the Lego Group. – We want to show that the passion for sport can be celebrated in a more engaging and exciting way, and that the power of LEGO’s creativity and imagination can further enhance the emotions associated with F1. We look forward to revealing everything this collaboration has to offer to fans old and new of Formula 1 and the LEGO brand. At home and on the track – she added.
McLaren MP4/4 and Ayrton Senna/LEGO
– The Lego block ignited the spark of creativity and passion for building in millions of children and adults around the world – said Emily Prazer, commercial director of Formula 1. – Thanks to this partnership, fans will be able to recreate and rediscover the world of Formula 1 while having fun, delving into the secrets of the mechanics and technology behind this sport. – she assessed.
