Since the LEGO Group and Formula 1 officially announced their partnership in 2024, the collaboration has quickly become one of the most collectible ranges for fans of all ages.
The LEGO Group has released F1-style sets since the mid-1970s, with occasional collaborations involving teams such as Williams, Ferrari, and McLaren continuing into the early 2020s.
However, it took until the 2024 partnership before a full range of officially branded Formula 1 sets came to fruition.
The collaboration has gone beyond traditional sets, with 1:1 LEGO cars driven before the Miami Grand Prix in 2025, LEGO trophies awarded at the British Grand Prix that same year, and last weekend’s British Grand Prix LEGO Minicar Drivers’ Parade.
While some drivers were critical of certain activations, Julia Goldin, chief product and marketing officer at the LEGO Group, told The Race that these events are only the beginning, with the company viewing Formula 1 as one of its most important themes.
“It’s playing a very significant role in our portfolio,” Julia told the motorsport media outlet. “It has proven to be exactly what we expected, which is very important from a portfolio standpoint: very multi-generational, also multi-gender.”
Formula 1 is one of the most popular mainstream sports with a relatively even gender split among fans. According to Formula 1, women make up 42% of its global fanbase, while three in four new fans are female.
As a result, sets such as 43023 McLaren Mastercard F1 Team Lando Norris Helmet, 42240 Aston Martin Aramco AMR25 F1 Car, and 11375 Ferrari F2004 & Michael Schumacher are likely appealing to a broader range of buyers.
“It would surprise you to say it’s actually in the top 10 of teen girls and women,” Julia continued. “We saw that a lot of LEGO fans were also fans of F1.
“We have a very broad audience, not just kids but also adults, and we saw this as an opportunity to bring more and more people into the brand by tapping into something they’re super passionate about.
“And vice versa for F1, they see their audiences growing the other way, from adults down to teens and kids. So it was kind of a great opportunity, very symbiotic for us to increase our audiences.”
The chief product and marketing officer then highlighted the variety of products the LEGO Group creates under the Formula 1 umbrella.
The range includes collectible helmet builds such as 43022 Scuderia Ferrari HP Lewis Hamilton Helmet, affordable LEGO Speed Champions sets like 77243 Oracle Red Bull Racing RB20 F1 Race Car, and LEGO City models such as 60445 F1 Truck with RB20 & AMR24 F1 Cars featuring classic yellow LEGO minifigure faces.
The theme also extends into LEGO Technic with detailed sets such as 42171 Mercedes-AMG F1 W14 E Performance.
Rather than being limited to one style of product, Formula 1 allows the LEGO Group to explore multiple building experiences, from accessible sets to highly detailed collector-focused models.
“I think we have proven that together we do something really unique,” Julia added. “It’s super important from different perspectives. Some people really love to collect, so we really wanted to offer that collectability.
“For children, understanding the F1 racing principles and what actually happens is also very important. And then for the Technic fans, those are very authentic representations of the cars.”
Finally, Julia discussed how the partnership shows no signs of slowing down.
“We see the F1 fandom continue to expand, and we also see that we are able to continue to come up with very creative ways to play into different dimensions of the sport,” Julia said. “I think we still have a tonne of potential and opportunity to surprise and delight our fans.
“We’re very deliberate and choiceful about what we tap into. Right now, our number one priority is F1, F1 Academy, and continuing with that.”
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