The LEGO Group and Formulation 1 have introduced a multi-year partnership set to start in 2025, aiming to unite followers of LEGO constructing with the thrill of Formula 1 racing. The collaboration will characteristic fan zone activations at Grand Prix occasions and a wide range of content material on LEGO’s digital platforms, catering to each households and lovers.
Information reveals important development in Formulation 1’s youthful fanbase, with over 4 million youngsters aged 8-12 following the game throughout the EU and US, and 40% of Instagram followers now underneath 25 years previous. The partnership seeks to interact this demographic by providing a variety of LEGO merchandise, together with LEGO DUPLO units for preschoolers and superior builds for youngsters and adults.
The initiative can even emphasize innovation, know-how, and engineering by way of interactive fan zone actions all through the 2025 season.
On the LEGO Group, now we have a proud historical past of getting recreated many F1 automobiles in LEGO brick type previously, and we imagine this new partnership, by way of LEGO play and constructing, will assist carry the spectacle of this sport even nearer to all followers. It’s going to allow them to rejoice their ardour of the game in additional immersive and thrilling methods and can see the facility of LEGO creativity and creativeness additional improve the joys of F1. We sit up for unveiling all that this thrilling partnership has to supply to each lifelong and new Formulation 1 and LEGO model followers alike, at house and on monitor.”
— Julia Goldin, Chief Product & Advertising and marketing Officer of the LEGO Group
The brand new LEGO units will permit followers to recreate iconic moments from the monitor, pit lane, and garages, providing an immersive expertise on the earth of elite motorsport.
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