Begin maar met het opwarmen van de banden. In een persbericht heeft LEGO aangekondigd te gaan samenwerken met Formula 1. Zet je schrap in de polepositie want de samenwerking schiet volgend jaar uit de startblokken met het 2025 F1 raceseizoen. De samenwerking loopt over meerdere jaren bestaande uit een divers portofolio aan producten.
LEGO x Formula 1 Collection
Volgend jaar staat Formula 1 (F1) in de schijnwerpers bij LEGO. In een persbericht heeft het bedrijf aangekondigd te gaan samenwerken met Formula 1. In de LEGO x Formula 1 Collection collaboratie zal een divers portfolio aan producten verschijnen. Daarnaast zouden er doorheen het jaar nog allerhande activiteiten georganiseerd worden.
In 2025 zal door deze samenwerking een aantal sets in het teken staan van F1 en dus dit onderwerp als subcategorie krijgen. In het persbericht wordt het Duplo thema aangehaald, maar ook sets voor kinderen van alle leeftijden en volwassenen. Als we de geruchten mogen geloven, denk dan maar aan thema’s zoals LEGO City, Speed Champions, Icons en Technic.
Benieuwd welke teams op de grid te vinden zijn? Het persbericht spreekt over de tien huidige teams. Denk aan producten van McLaren, Red Bull Racing, Ferrari, Mercedes, Aston Martin, RB, Haas, Williams, Alpine en Kick Sauber. Het Speed Champions thema ligt natuurlijk voor de hand (einde de Red Bull waar al jaren naar gevraagd wordt), maar wat er nog meer gaat verschijnen, wordt de komende periode bekendgemaakt.
Persbericht
Billund, Denmark, 18 September 2024: Today the LEGO Group and Formula 1 announced a new, multi-year partnership to connect more fans of LEGO® building with the world of Formula 1, bringing together two passionate global fanbases.
The partnership will launch in 2025, with fan zone activations at Grands Prix and a host of engaging content across the LEGO Group’s digital platforms for fans and families to enjoy, as data shows that in recent years, F1 has seen a huge surge in growth with younger fans – with more than four million children aged 8-12 now actively following the sport across the EU and US, while 40% of followers on Instagram are now under 25 years old.
A diverse portfolio of new LEGO products will see the Formula 1 teams recreated in LEGO brick form for F1 fans and LEGO builders. This will include products from LEGO® DUPLO® for pre-school children, and sets for kids of all ages, as well as teenagers and adult builders.
Activities to come in 2025 will include a focus on bringing fans closer to the worlds of innovation, technology and engineering through the fun of LEGO building, with interactive fan zone activities throughout the season for fans to experience, and products that celebrate the sport’s engineering and technical heritage.
Fans will get to dive deeper into the thrill of top speed racing, brick by brick, as they recreate exciting moments and icons from the race track, pit lane and garages in LEGO brick form: offering an opportunity to step into the driver’s seat and experience the complexities of elite motorsport in a whole new way.
Julia Goldin, Chief Product & Marketing Officer of the LEGO Group, said: “At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track.”
Emily Prazer, Chief Commercial Officer of Formula 1, said: “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. 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.”
For the upcoming 75th anniversary of the FIA Formula 1 World Championship, the LEGO Group will have presence at key races throughout the 2025 calendar, to bring play into the F1 Paddock like never before.
Fans should look out for the full partnership, including products, experiences and content to roll out of the pits in time for the 2025 FIA Formula 1 World Championship.
For more information visit LEGO.com/F1.
