Formula 1 and LEGO expand their collaboration – CSN News

After a successful launch in 2017, the partnership now brings immersive race experiences and exclusive merchandise at select Grand Prix events around the world.

LEGO F1 sets are now available.

Beginning March 1, LEGO Speed Champs sets will allow fans of F1 to recreate F1 events in brick form. The LEGO F1 Collectibles will follow on May 1st. The LEGO DUPLO, LEGO City and LEGO City Collectibles collections are now joined by these new additions.

LEGO Fan Zones will be activated at selected F1 races to offer attendees exclusive challenges, photo opportunities and hands-on experiences that celebrate F1’s engineering expertise.

The LEGO Pit Shop is a series of pop-up shops that will feature the entire F1 range. This includes sets representing each of the ten Formula 1 teams. LEGO stores will also be hosting racing-themed play experiences and activities in Europe, Canada and the US.

LEGOLAND Discovery Centres, as well as LEGO Discovery Centres around the world, will be introducing build challenges that are intended to educate children on F1’s technological aspects. A new LEGO F1 video game will be available on the LEGO Play App and LEGO website, giving fans the opportunity to interact with the sport in a digital environment.

Emily Prazer (Chief Commercial Officer, Formula 1) highlighted the initiative’s success, saying: “This exciting partnership with the LEGO group continues to grow and allows us take the Formula 1 world beyond the racetrack to homes.”

Federico Begher is the Senior Vice President of New Businesses for LEGO Group. He said: “We are excited to start in Australia and offer a variety of creative and immersive experiences to fans and their families throughout the year.”

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