LEGO sets out to bring the energy and excitement of Formula 1 to fans in new and immersive ways. With exclusive collectibles, at-race experiences, interactive in-store events, and digital content, the partnership is designed to engage both LEGO enthusiasts and motorsport fans.
LEGO will introduce FAN Zones at 13 Formula 1 races this year, including key stops in Las Vegas, Shanghai, Silverstone, and Monza. These zones will feature interactive experiences such as photo opportunities, Make and Take builds, and a showcase of LEGO’s full Formula 1 product range. In addition, LEGO Pit Shops will provide fans with a unique shopping experience at 20 Formula 1 events, offering an exclusive selection of LEGO sets.
Racing-themed activities, including a Racing Ramp play zone and a buildable steering wheel giveaway, will be featured in select LEGO stores across North America, Europe, and China. Meanwhile, LEGOLAND and LEGO Discovery Centers will host Formula 1-themed build events from March to June.
LEGO is also expanding its Formula 1 presence online with its official website set to feature F1-themed content and a dedicated game, while its Play app will launch new racing-inspired tools. Furthermore, a special LEGO Magazine issue in March will include a racing board game, while the July issue will feature LEGO Collectibles.
The LEGO Speed Champions Formula 1 sets, each priced at $26.99, are now available. Visit the brand’s website for more details on the partnership.
