LEGO doesn’t rule out the return of the LEGO F1 Drivers’ Parade
The LEGO Group hasn’t ruled out the return of the life-sized LEGO cars to Formula 1 tracks, but it would have to be ‘something special and different’.
The LEGO Group and Formula 1 launched one of their most successful joint events ever at the Miami Grand Prix, sending all 20 Formula 1 drivers onto the track in LEGO cars, one for each of the teams. Speaking to the Athletic, the LEGO Group’s Chief Product and Marketing Officer Julia Goldin revealed that the original plan was not quite what ended up happening.
“The fact that the cars were moving was a huge surprise, but what the drivers started to do when they got into the cars, that was even more surprising,” Julia said. “Because we told them, ‘Don’t race!’”
However, race they did, with debris and LEGO bricks flying everywhere as the drivers attempted to get ahead of the other teams – despite every car being capped at 12mph.
Looking ahead, Julia told the sports outlet that Formula 1 and the LEGO Group would be ‘selective’ in future marketing projects, stating that they ‘need to be unique and surprising’.
“I think if we did something every week, it would not feel as special,” agreed Emily Prazer, Formula 1’s Chief Commercial Officer. “It’s about making sure the ideas that we come up with collectively do feel like part of the race weekend and don’t feel like we’ve done it for the sake of it.”
Emily went on to say that the reaction to the Miami Drivers’ Parade had surpassed Formula 1’s expectations, calling it ‘wild’. she said. According to data from Julia and the LEGO Group, the spectacle generated a collective 24 billion views worldwide.
All anyone – including the drivers, judging from the smiles on their faces during the parade – wants is a repeat of the LEGO Formula 1 race. However, if we do see the return of the life-sized cars (which Julia didn’t rule out), it would happen ‘not in exactly that form’.
“It has to be something special and different,” she explained.
Thanks for supporting the work that Brick Fanatics does by buying your LEGO sets using our affiliate links!
