Lego x F1 partnership places play in pole positionToy World Journal

The Lego Group and Method 1 have introduced a brand new multi-year strategic partnership that may make the game extra accessible to households world wide.

The Lego Group and Method 1 have introduced a brand new, multi-year partnership that may join extra followers of Lego constructing with the world of Method 1, bringing collectively two passionate world fanbases.

The partnership will launch in 2025 with fan zone activations at grands prix and a number of participating content material throughout the Lego Group’s digital platforms for followers and households to get pleasure from. Knowledge reveals that lately, F1 has seen an enormous surge in development amongst youthful followers, with greater than 4m youngsters aged 8-12 now actively following the game throughout the EU and US, whereas 40% of followers on Instagram at the moment are below 25 years outdated.

A various portfolio of new Lego merchandise will see the Method 1 groups recreated in Lego brick type for F1 followers and Lego builders alike. This may embody merchandise from Lego Duplo for pre-school youngsters, and units for youths of all ages, in addition to youngsters and grownup builders.

Actions to return in 2025 will convey followers nearer to innovation, expertise and engineering by means of the enjoyable of Lego constructing, with interactive fan zone actions all through the season and merchandise that remember the game’s engineering and technical heritage. Followers will get to dive deeper into the joy of prime pace racing, brick by brick, as they recreate thrilling moments and icons from the race observe, pit lane and garages in Lego brick type.

Julia Goldin, chief Product & Advertising and marketing officer, the Lego Group, stated: “On the Lego Group, we’ve a proud historical past of getting recreated many F1 automobiles in Lego brick type up to now, and we imagine this new partnership, by means of Lego play and constructing, will assist convey the spectacle of this sport even nearer to all followers. It should allow them to have a good time their ardour of the game in additional immersive and thrilling methods and can see the ability of Lego creativity and creativeness additional improve the joys of F1. We sit up for unveiling all that this thrilling partnership has to supply to each lifelong and new Method 1 and Lego model followers alike, at residence and on observe.”

Emily Prazer, chief industrial officer of Method 1, stated: “The Lego brick has ignited a spark of creativity and keenness for constructing in thousands and thousands of youngsters and adults across the globe. By means of this partnership, followers will be capable to recreate and reimagine the world of Method 1, brick by brick, delving deeper into the intricacies of the mechanics and expertise behind the game by means of play. We sit up for bringing the drama and pleasure of Method 1 to the Lego Group’s passionate community of builders and giving our followers one other means to benefit from the sport with their family and friends.”

For the upcoming seventy fifth anniversary of the FIA Method 1 World Championship, the Lego Group will get pleasure from a presence at key races all through the 2025 calendar, to convey play into the F1 Paddock like by no means earlier than.

The complete partnership, together with merchandise, experiences and content material, will roll out in time for the 2025 FIA Method 1 World Championship.