Lego has announced it is partnering up with Formula 1 on a multi-year basis, bringing licenced products to market starting next year. The deal is a natural progression for the Danish toymaker, which already has teams like McLaren and Mercedes-AMG Petronas on its books.
The company said it will introduce a line of new products under the Formula 1 Collection banner that will recreate F1 teams in brick form, although it’s unclear if all ten teams will be replicated. Lego’s current F1 products can be found in the Speed Champions, Technic and Icons lines, but this latest expansion will even include Duplo sets for pre-school children, as well as further items for kids of all ages.
And that’s not all – Lego will also be present trackside with fan zone activation programmes at Grands Prix throughout next season, along with co-branded content on the company’s social media platforms. The collaboration makes sense for both parties, given that F1 has apparently seen a surge of popularity amongst younger fans.
According to Lego, more than four million children aged eight to 12 now follow the sport across Europe and the US, while 40% of F1’s followers on Instagram are below 25 years old.
“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,” said Lego chief product and marketing officer Julia Goldin. “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.
Formula 1 chief commercial officer Emily Prazer added: “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.”
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