LEGO partners with Formula 1 to create sets for all teams in 2025

In a significant move aimed at expanding its influence across multiple demographics, The LEGO Group reached a unique partnership with Formula 1, which was publicly announced as the 2025 season approached. This announcement came during a period of heightened global interest in Formula 1, largely influenced by the popularity of the Netflix series 'Drive to Survive,' which has greatly increased viewership numbers in the United States. The collaboration centers around the creation of LEGO sets featuring all 10 Formula 1 teams, an unprecedented effort that aims to engage fans of all ages through intricate designs and play experiences tied directly to the world of racing. As part of the partnership, LEGO products are expected to include various items that recreate the Formula 1 experience, such as mock pit stops, haulers, and garages. This approach is designed to deliver not just toys, but rather interactive experiences that reflect the excitement of the races. Federico Begher, Senior Vice President of Product Marketing and Development at The LEGO Group, expressed that the authenticity of the partnership is paramount, noting how each set would accurately represent the teams and drivers involved in the sport. Furthermore, these LEGO sets are anticipated to become available as the 2025 season kicks off, which is being harmonized with tighter marketing strategies aimed at both children and adult fans alike. The synergy between LEGO and Formula 1 has been viewed as a vital step in injecting more culture and delight into both brands. Begher emphasized the enthusiasm with which both organizations approach this collaboration, stating that it is a privilege to work with all the teams collectively—a rarity in sports merchandise partnerships, as most brands typically work with individual teams. The LEGO Group sees this initiative as a way of staying relevant while nurturing the sport's appeal to younger audiences and engaging with long-time fans. Going forward, both companies are committed to nurturing this long-term partnership, which has already taken shape with the introduction of the LEGO Fan Zone at Formula 1 races. This interactive feature enhances fan engagement during race events and showcases innovative products created as a result of the collaboration. The partnership is not only expected to elevate both brands amidst a competitive market but also aims to solidify Formula 1's presence among diverse audiences globally, driven by the thrilling nature of the sport and the nostalgic appeal of LEGO.