Engaging with Motorsport through Lego
At the 2025 Canadian International AutoShow held at the Metro Convention Centre in Toronto, Lego showcased Formula 1 cars and a circuit built entirely from Lego bricks.
In 2025, Lego launched a partnership with Formula 1, introducing officially licensed sets and immersive experiences at races globally. This collaboration has significantly enhanced fan engagement for both entities, driven promotional sales of Lego products, and broadened the audience for both the toy company and the racing organization.
Record Revenue and Expanding Audiences
Lego’s CEO, Niels Christiansen, highlighted the success of the Formula 1 sets as a key factor in achieving record first-half revenue in 2025. The company announced a 12% year-over-year increase in revenue, reaching 34.6 billion Danish kroner (approximately $5.4 billion) during the first six months of the year.
Julia Goldin, Lego’s chief product and marketing officer, stated, “It is a massively growing fan base. It is the biggest motorsport now in terms of its fandom,” emphasizing the company’s strategy to tap into this expanding demographic.
Appealing to Diverse Audiences
Lego’s collaboration with Formula 1 goes beyond existing fans; it’s also about attracting new demographics to motorsports. James Zahn, editor-in-chief of The Toy Book, noted, “F1 has become a cultural phenomenon, drawing in a diverse audience that transcends traditional motorsport fans.”
Successful Viewing Numbers and New Partnerships
In the U.S., ESPN reported record viewership for the 2025 Formula 1 season, averaging 1.3 million viewers, a significant increase from prior years. With broadcasting rights transitioning to Apple TV in 2026, following the success of the Apple-distributed “F1: The Movie,” the momentum continues to grow.
Expanding Product Offerings
Lego’s product portfolio now includes intricately designed F1 car sets that appeal to various audiences, including children’s Duplo and more advanced Technic sets. This strategy aims to attract newcomers while staying true to existing fans.
Bringing Innovation to Racing
Lego’s involvement extends to physical presence at F1 races, where they organized interactive events and unique trophies for race winners. For instance, at the Las Vegas Grand Prix, drivers were transported in a life-sized pink Lego Cadillac, celebrating the upcoming Cadillac F1 team entry in 2026.
Future Developments with F1 Academy
Lego’s commitment to inclusivity in motorsports is evident in their upcoming partnership with F1 Academy, an initiative aimed at fostering female talent in racing. Susie Wolff, managing director of F1 Academy, expressed excitement about working with Lego, noting synergies in promoting women’s participation in motor racing.
