What is the new Lego partnership with Formula 1?

Lego has partnered with Formula 1 to create unique experiences, sponsor F1 Academy, and promote creativity, aiming to engage a broader audience.

How is Lego involved in the Las Vegas Grand Prix?

At the Las Vegas Grand Prix, Lego provided a life-size pink Cadillac made of bricks to transport the leading drivers to the podium.

Is Lego trying to attract more female fans to Formula 1?

Yes, both Lego and Formula 1 are actively working together to attract more female participants and fans through initiatives like sponsoring F1 Academy.

Home / Business and Economy / Lego Drives into Formula 1 with Creative F1 Partnership

Lego Drives into Formula 1 with Creative F1 Partnership

5 Dec

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Summary

Lego has partnered with Formula 1, creating unique podium transports and awards.
The collaboration aims to promote creativity and attract more female participants.
Lego is expanding its F1 presence by sponsoring a car in the F1 Academy series.

Lego Drives into Formula 1 with Creative F1 Partnership

Danish toymaker Lego has boldly expanded its partnership with Formula 1, much to the surprise of some enthusiasts. Recent Grand Prix events have featured creative Lego elements, including a 400,000-brick pink Cadillac transporting drivers at the Las Vegas race and Lego flowers for winners. The company aims to promote creativity and play, aligning with F1's values. This collaboration extends to F1 Academy, where Lego will sponsor a car and driver, reflecting a shared goal to engage more female fans in motorsport.

Lego is actively working to broaden its appeal beyond its traditional young male demographic. Initiatives like the Lego Friends line and the newer DreamZzz range target girls more directly, addressing past criticisms of gender stereotyping. Formula 1 also seeks to attract a younger and more female audience, with women and girls making up 42% of its fan base. This synergy aims to challenge outdated perceptions and empower future generations in motorsport.