Lego and Formula One (F1) are joining forces in a landmark partnership aimed at bringing motorsport closer to a younger, family-oriented audience.
Announced in September 2024, this collaboration has already made waves with the unveiling of F1-themed Lego sets at the Las Vegas Grand Prix.
Spanning various difficulty levels, the sets cater to fans of all ages and promise to deepen engagement with the sport.
This multi-year collaboration signals a bold step for F1 as it seeks to broaden its appeal and solidify its growing global fan base.
F1-themed Lego sets to launch in 2024
The partnership between Lego and F1 will see the launch of exclusive sets capturing the essence of the motorsport.
These will range from beginner-level builds for younger children to intricate recreations of F1 pitstops, race cars, and collectibles for avid fans.
One standout feature is the Lego Speed Champions series, which meticulously replicates the 2024 F1 season’s cars from each of the ten teams.
The sets aim to bring F1’s high-octane drama into living rooms worldwide, offering enthusiasts a hands-on way to connect with the sport.
Beyond retail, Lego will have a presence at F1 events, hosting pop-ups at Grands Prix across the globe.
These interactive spaces will allow fans to build, play, and engage with the sport in innovative ways, creating a bridge between F1 and its younger audience.
F1’s surging popularity drives collaboration
Formula One’s appeal has seen a dramatic rise in recent years, partly driven by Netflix’s hit series Drive to Survive.
Offering a behind-the-scenes glimpse into the lives of drivers and teams, the show has attracted millions of new fans, particularly younger viewers.
F1’s viewership figures reflect this shift, with over four million fans aged 8-12 residing in Europe and the US alone.
On social media, 40% of the sport’s Instagram followers are under 25, highlighting its increasing relevance among younger demographics.
This collaboration with Lego is part of F1’s broader strategy to tap into this expanding fan base.
Since Liberty Media acquired the sport in 2017, F1 has focused on creating year-round engagement opportunities, moving beyond race weekends to maintain an “always-on” connection with its audience.
Lego’s expertise in family engagement
Lego, with its 92-year history of creating timeless toys, is perfectly positioned to support F1’s ambitions.
Known for its ability to resonate with children and adults alike, the Danish toy company brings invaluable expertise in fostering family engagement.
Lego’s past collaborations with F1 teams, such as McLaren Racing, provided valuable insights into what fans desire.
The success of these one-off products laid the groundwork for this more expansive partnership, which represents Lego’s first collaboration with the entire F1 franchise.
What does the future hold for Lego and F1’s partnership?
For F1, the Lego partnership represents an opportunity to secure the next generation of fans.
By offering entry-level sets that simplify the sport’s complex strategies, F1 aims to cultivate lifelong enthusiasts.
Emily Prazer, F1’s Chief Commercial Officer, emphasized that this collaboration aligns with the sport’s goal of engaging fans beyond race day.
The interactive and educational nature of Lego sets allows young fans to develop a deeper understanding of F1, fostering long-term loyalty.
Meanwhile, Lego gains access to a rapidly expanding global fan base, further solidifying its position as a leader in the toy industry.
With the partnership set to officially kick off in 2024, both brands are poised to benefit significantly from this synergy.
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