The collaboration between Formula 1 and LEGO took a new turn at the beginning of 2025. With DUPLO, Speed Champions and Technic, everyone can find something they will like. But what’s the verdict a month after the launch?
It was announced in 2024, the new partnership between LEGO and Formula 1 has now been out for a month. With every team having their 2024 livery with a set of 260 pieces, it brings a new exciting perspective to the sport as it’s reaching a bigger target. Bigger sets were also introduced, such as the Ferrari SF-24 and the Red Bull RB20, for real Formula 1 and LEGO enthusiasts. But is this collaboration really lucrative for both parties?
Engaging with the community
One of the main aspects of these sets is definitely the price. For less than 30 euros, you can possess a unique piece of merchandise from your favorite team. It’s an ideal present for parents who want to engage with their children’s passion and who have a small budget. The President & Chief Executive Officer of LEGO, Niels B. Christiansen, said the brand partnerships reflect efforts to stay super relevant, adding that it was “seeing this shift and trying to be right on it – even leading that shift”. The growth of younger fans, with an estimate of more than four million children aged 8-12 now actively following the sport, is also an asset to this partnership.
Emily Prazer, Chief Commercial Officer of Formula 1, said : “We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family”. It’s also a great way for parents to pass on their passion for building LEGO and Formula 1, into their children.
A juicy business ?
With a 13% increase in income in 2024, with iconic sets such as Star Wars and Harry Potter, there’s no doubt that Formula 1 will participate in that increase at the end of 2025. Some toy stores have already bet on the hype it could create. At the JouéClub Contesso in Nice, a famous toy store brand in France, they created a special central piece in the middle of a room, to promote the collaboration. Sylvie Thoïlska, store manager of the JouéClub, explains : “In all the toy exhibitions we participated, such as the one in Nuremberg, everyone is very focused on Formula 1; from LEGO to other brands that are creating a lot of merchandise like puzzles. The fact that our store is not that far from Monaco also explains the success of the partnership between them because it appeals to the general public”.
As it has only been a month since the LEGO cars are being sold, it will take some time to see the benefits of this collaboration. However, with all the investment surrounding the marketing of these products, the means put in place by some toy stores to highlight them, and the future interactive fan zone activities throughout the season for fans to experience, there is no doubt that this will help to celebrate the sport’s engineering and technical heritage, like LEGO wanted it to be the aim.