Multi-year deal will see Mighty Jaxx release Formula One vinyl figures.
Formula One has announced a multi-year partnership with phygital collectibles company Mighty Jaxx. The partnership will see Mighty Jaxx create vinyl art collectible figures of the current drivers with each figure being technology-enabled to give the fans a unique digital experience.
Mighty Jaxx will also release premium edition collectibles and life-sized models of the top three drivers at the end of the current season. Formula One and Mighty Jaxx will additionally collaborate on the ‘Be First’ campaign where fans could play during the ongoing season and get points for every figure they collect. The top three point-scorers will win exclusive signed Formula One memorabilia at the end of the season.
Fans will also be able to make race predictions, and for every correct prediction they will win points and move up the global leaderboard.
Ben Pincus, Director of Commercial Partnerships, Formula One, commented:
“We’re very excited to be partnering with Mighty Jaxx to bring fans their favourite drivers in the form of these modern collectibles, It is the first time we have entered the phygital space and we’re looking forward to working with the team at Mighty Jaxx to see just how we can bring this innovative prospect to life.”
Jackson Aw, Founder and Chief Executive of Mighty Jaxx, added:
“This is the first time Formula One has appointed a globally exclusive licensing partner to curate a global fan experience campaign in this unique way, simultaneously across all ten teams and 20 drivers. We share a common vision with Formula One of building a platform to better deliver uniquely personalised experiences through our phygital collectibles to the fans and we can’t wait to introduce this new collecting experience to Formula One fans around the world.”
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