Lego has introduced it’s partnering up with Method 1 on a multi-year foundation, bringing licenced merchandise to market beginning subsequent yr. The deal is a pure development for the Danish toymaker, which already has groups like McLaren and Mercedes-AMG Petronas on its books.
The corporate mentioned it’s going to introduce a line of recent merchandise beneath the Method 1 Assortment banner that may recreate F1 groups in brick kind, though it’s unclear if all ten groups will probably be replicated. Lego’s present F1 merchandise may be discovered within the Velocity Champions, Technic and Icons strains, however this newest enlargement will even embody Duplo units for pre-school youngsters, in addition to additional objects for teenagers of all ages.
And that’s not all – Lego may also be current trackside with fan zone activation programmes at Grands Prix all through subsequent season, together with co-branded content material on the corporate’s social media platforms. The collaboration is sensible for each events, provided that F1 has apparently seen a surge of recognition amongst youthful followers.
Based on Lego, greater than 4 million youngsters aged eight to 12 now observe the game throughout Europe and the US, whereas 40% of F1’s followers on Instagram are under 25 years previous.
“On the Lego Group, we now have a proud historical past of getting recreated many F1 automobiles in Lego brick kind prior to now, and we consider this new partnership, by Lego play and constructing, will assist carry the spectacle of this sport even nearer to all followers,” mentioned Lego chief product and advertising and marketing officer Julia Goldin. “It can allow them to have a good time their ardour of the game in additional immersive and thrilling methods and can see the facility of Lego creativity and creativeness additional improve the joys of F1.
Method 1 chief business officer Emily Prazer added: “The Lego brick has ignited a spark of creativity and keenness for constructing in hundreds of thousands of kids and adults across the globe. By way of this partnership, followers will be capable to recreate and reimagine the world of Method 1, brick by brick, delving deeper into the intricacies of the mechanics and know-how behind the game by play.”
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