Formula One has announced a partnership with The LEGO Group, which will see the two work together to launch F1-inspired LEGO products, including LEGO DUPLO sets for pre-school kids and brick sets for children and adults.
The LEGO Group will also have prominent visibility across various Formula One events and its digital platforms. It will also work on a host of fan engagement activities, carrying out Fan Zone activations throughout the season.
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Emily Prazer, Chief Commercial Officer of Formula One, commented:
“The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies 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 giving our fans another means to enjoy the sport with their friends and family.”
Julia Goldin, Chief Product & Marketing Officer of The LEGO Group, added:
“At The LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”
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