LEGO enters into partnership with the FIA ​​(Formula 1)

Today, LEGO announced a far-reaching partnership with the FIA, the organization behind Formula 1.

• The LEGO Group and Formula 1® announce a new, multi-year strategic partnership, bringing young fans and families closer to Formula 1 experiences and the sport, ahead of the launch of the 2025 F1 season.
• The partnership brings together the worlds of LEGO® building and F1 fandom to make the sport more accessible to families around the world, promoting innovation, technology and engineering, as well as greater inclusion and representation.
• Additionally, the new partnership will include a diverse product portfolio for fans and builders of all ages, featuring all ten Formula 1 teams currently on the grid.

Billund, Denmark, September 18, 2024: Today, the LEGO Group and Formula 1 announced a new, multi-year partnership to connect more fans of LEGO® building with the world of Formula 1, bringing together two passionate global fan bases.

The partnership will launch in 2025, with fan zone activations at Grands Prix and a host of engaging content across the LEGO Group’s digital platforms for fans and families to enjoy, as data shows F1 has seen huge growth with younger fans in recent years – with over four million children aged 8-12 now actively following the sport across the EU and US, while 40% of Instagram followers are now under 25.

A diverse portfolio of new LEGO products will recreate the Formula 1 teams in LEGO brick form for F1 fans and LEGO builders alike. This includes LEGO® DUPLO® products for preschoolers and sets for children of all ages, as well as teens and adult builders.

Activities coming in 2025 include bringing fans closer to the worlds of innovation, technology and engineering through the fun of LEGO building, with interactive fan zone activities throughout the season for fans to experience, and products celebrating the sport's engineering heritage.

Fans can delve deeper into the thrill of top-speed racing, brick by brick, as they recreate exciting moments and icons of the race track, pit lane and garages in LEGO brick form – a chance to step into the driver’s seat and experience the complexities of elite motorsport in a whole new way.

Julia Goldin, Chief Product & Marketing Officer of the LEGO Group, said: “At the LEGO Group, we have a proud history of recreating many F1 cars in LEGO brick form in the past, and we believe this new partnership will bring the spectacle of the sport even closer to all fans through LEGO play and building. It will allow them to celebrate their passion for the sport in a more immersive and exciting way, and will further enhance the excitement of F1 through the power of LEGO creativity and imagination. We look forward to revealing all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans, at home and at the track.”

Emily Prazer, Chief Commercial Officer of Formula 1, said: “ The LEGO brick has ignited a spark of creativity and a passion for building in millions of children and adults around the world. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1 brick by brick, delving deeper into the complexities of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and offering our fans another way to enjoy the sport with their friends and family.”

For the upcoming 75th anniversary of the FIA ​​Formula 1 World Championship, the LEGO Group will be present at key races throughout the 2025 calendar, bringing play to the F1 Paddock like never before.

Fans can look forward to the full collaboration, including products, experiences and content rolling out of the pits in time for the 2025 FIA Formula 1 World Championship.
Julia Goldin, Chief Product & Marketing Officer at LEGO Group, said: “We are proud of our history of recreating F1 cars in LEGO form. This new partnership brings the excitement of the sport closer to fans and gives them the opportunity to celebrate their passion through the creativity and imagination of LEGO.”

Emily Prazer, Chief Commercial Officer at Formula 1, said: “Through this partnership, fans can rebuild the world of Formula 1 brick by brick while exploring the complexities of the sport. We look forward to sharing the drama and excitement of Formula 1 with LEGO Group’s passionate builders.”