The LEGO Group and Formula 1 have announced a new multi-year partnership to connect more fans of LEGO construction with the world of Formula 1, bringing together two global communities of passionate fans.
The partnership will launch in 2025 with fan zone activations at Formula 1 World Championship races and engaging digital content for fans and families, published on LEGO Group platforms. According to recent data, F1 has seen huge growth among young fans in recent years – over four million children aged between 8 and 12 now actively follow the sport in Europe and the US, while 40% of viewers on Instagram are now under 25 years old.
F1 fans and LEGO builders are in for a new and diverse portfolio that will recreate Formula 1 teams using LEGO pieces. This will include LEGO DUPLO products for preschoolers and sets for children of all ages, as well as for teenagers and adult builders.
The activities scheduled in 2025 aim to bring fans closer to the world of innovation, technology and engineering through building with LEGO pieces. The creativity and versatility of these builds underpin all the interactive activities fans will be able to take part in on the circuit throughout the season and inspire a whole portfolio of new products that celebrate the complexity of the sport.
LEGO partners with Formula 1. New sets to follow in 2025
Julia Goldin, Chief Product & Marketing Officer, The LEGO Group, said: “At The LEGO Group, we have a spectacular history of recreating many F1 cars in the past using LEGO pieces, and we believe that this new partnership, through LEGO play and construction, will will help bring this sport closer to all fans. It will allow them to take their passion for the sport to a new level and demonstrate how the power of LEGO creativity and imagination amplifies the excitement of F1. We look forward to unveiling everything this exciting partnership has to offer F1 fans old and new and fans of the LEGO brand at home and on the track.”
Emily Prazer, Chief Commercial Officer of Formula 1, said: “LEGO has ignited a spark of creativity and 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 and explore the intricacies of the mechanics and technology behind the sport through gameplay. We look forward to bringing the thrill and excitement of Formula 1 to LEGO building enthusiasts and giving our fans another way to enjoy the sport with their friends and family.”
For the 75th anniversary of the FIA Formula 1 World Championship, The LEGO Group will be present at key races on the 2025 calendar to bring play to the F1 paddock like never before. Fans should expect a full partnership, including products, experiences and content coming out of the pits in time for the 2025 FIA Formula 1 World Championship.
Source: www.promotor.ro
