If you’re tired of watching the guy with the best car regularly dominate the Formula 1 track, why not take your mind off the whole debacle by building your favourite car instead? Before, that would have required a fair bit of imagination (and a ton of bricks) but now that Lego and Formula 1 have signed a multi-year deal, Lego’s done the hard bit for you. That’ll be R4,000, please.
Brick by brick
By the time the 2025 F1 season starts, “the world of Formula 1 will come alive in Lego brick form through an exciting new product range that will feature the F1 teams, as well as engaging content for fans and families across Lego Group digital platforms and a strong presence at Formula 1 events, with fun fan zone activations throughout the season.”
Yup. That means all ten F1 teams will be represented in brick form. That’s… awesome.
Lego’s done its research, and properly. Formula 1 has apparently seen a massive rise among the younger generation – reporting that more than four million kids across the EU and US have become enamoured with the motorsport. It’s also done some scouring on Instagram, noting that 40% of the sport’s followers are under 25 years old.
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That’s a perfect storm where Lego is concerned. Not only is it developing sets that’ll be bought and built by teenagers and adults, it’s also sending some of those products to the Duplo team as well, creating an experience that even toddlers can get their hands on. Start them early, huh?
Neither F1 nor Lego has shown off any of the products heading to shelves next year, but we can make an educated guess that they’ll appear as regular sets, one Ferrari, one McLaren, Aston Martin, etc, as well as tracks and pit crews. You get the idea, you’ve played with Lego before, right? Their complexity, size and pricing, however, are all still under wraps. Expect to miss a few meals if you’re hoping to get one of these when they launch, though.
The partnership also looks like it’ll seep into the real world before everything is said and done. That comprises “fan zone activations” scattered around the more important Grands Prix throughout the 2025 seasons, as well as digital activations to keep those fans across the world engaged with the content. Again, specifics are being held close to Lego’s chest. We’ll get a more complete picture of what’s on offer “in due course.”