Lego teams up with Formula 1 to attract the next generation of fans

In September 2024, Lego and Formula 1 entered into a partnership aimed at capturing a younger audience for the motorsport. This collaboration was announced during the 2024 Las Vegas Grand Prix, where a new range of F1-themed Lego sets was unveiled. The initiative seeks to engage families and kids through interactive experiences beyond just spectating races. Julia Goldin, Lego’s chief product and marketing officer, emphasized how F1 is evolving into a sport attracting diverse audiences, including families. The multi-year collaboration is part of F1's strategy to maintain fan engagement throughout the year, aligning with Lego's successful history of partnerships and focus on innovative, creative play across generations.