Racing to Play: LEGO, F1 Launch Fan Experience Partnership in 2025
The LEGO Group and Components 1 have introduced a multi-year partnership set to start in 2025, aiming to unite followers of LEGO constructing with the joy of Formula 1 racing. The collaboration will characteristic fan zone activations at Grand Prix occasions and a wide range of content material on LEGO’s digital platforms, catering to each households and fanatics.
Knowledge reveals vital progress in Components 1’s youthful fanbase, with over 4 million kids aged 8-12 following the game throughout the EU and US, and 40% of Instagram followers now underneath 25 years outdated. The partnership seeks to interact this demographic by providing a spread of LEGO merchandise, together with LEGO DUPLO units for preschoolers and superior builds for youngsters and adults.
The initiative may also emphasize innovation, know-how, and engineering by interactive fan zone actions all through the 2025 season.
On the LEGO Group, we’ve got a proud historical past of getting recreated many F1 automobiles in LEGO brick type previously, and we consider this new partnership, by LEGO play and constructing, will assist carry the spectacle of this sport even nearer to all followers. It’s going to allow them to have a good time their ardour of the game in additional immersive and thrilling methods and can see the facility of LEGO creativity and creativeness additional improve the fun of F1. We look ahead to unveiling all that this thrilling partnership has to supply to each lifelong and new Components 1 and LEGO model followers alike, at residence and on monitor.”
— Julia Goldin, Chief Product & Advertising Officer of the LEGO Group
The brand new LEGO units will enable followers to recreate iconic moments from the monitor, pit lane, and garages, providing an immersive expertise on the earth of elite motorsport.
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