Lego showcases Formula 1 cars and circuit at the 2025 Canadian International AutoShow, marking a successful partnership that boosted fan engagement and sales for both brands. Lego’s revenue hit a record 34.6 billion Danish kroner in the first half of 2025. ESPN reported record viewership for F1 races, leading to Apple TV securing U.S. broadcasting rights for next year.
Lego’s collaboration with Formula 1 introduced officially licensed sets and immersive experiences, expanding the racing fan base and attracting new customers. Lego CEO Niels Christiansen credited the F1 sets for driving record revenue. Lego’s F1 products cater to various age groups and skill levels, fostering inclusivity and engagement in motorsports.
Lego showcased life-size F1 cars at races, crafted Lego trophies for podium finishers, and even chauffeured drivers in a pink Lego Cadillac. The brand’s partnership with F1 Academy aims to promote female participation in motorsports, with Lego sponsoring an F1 Academy car driven by Esmee Kosterman. The collaboration highlights both brands’ commitment to inclusivity and diversity in racing. The Toy Book highlighted the partnership between Lego and Formula 1, labeling it as an ideal collaboration. Female motorsports fans have been acknowledged, with a focus on consumer products. The Formula 1 fan base is rapidly growing, with women being a key demographic. The collaboration is successfully engaging both F1 fans and Lego enthusiasts, benefiting both partners.
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