F1 x Lego

Brick by Brick: Why F1 × LEGO Is An Experiential Playbook

When brands come together and reinvent how fans experience them, that’s marketing done beautifully. As someone obsessed with creative utility, the new F1 LEGO partnership is right up my street.

What’s Happened So Far

Let me walk you through the full picture:

• Launch of F1 LEGO range
  Early 2025 saw LEGO drop a complete F1 collection across it DUPLO, City, Speed Champions, collectibles ranges, spanning all 10 teams. Even toddler friendly sets let parents and kids recreate pit stops and podium celebrations at home.

• LEGO F1 car parade in Miami
  Before the trophy moment, 10 life sized LEGO F1 cars rolled out in Miami an attention grabber that went viral and fueled anticipation. 

• Custom LEGO trophies at Silverstone British GP
  In July, the British GP podium featured custom LEGO trophies: the winner’s cup & constructor trophy built from 2,717 bricks, standing 59 cm tall and weighing 2 kg; the 2nd/3rd place versions at 43 cm and 1.5 kg. They were designed and built by seven LEGO Master Builders in Billund over 210 hours.

• The McLaren trophy crack incident
  Even the mishap where McLaren’s constructor trophy cracked during celebrations became a meme moment, boosting conversation and visibility.

Why It Works Strategically

• Playful immersion & conspicuous branding
  LEGO seamlessly integrated into F1 culture, from race day podiums to store shelves it’s not billboard advertising, it’s the perfect example building culture (excuse the pun).

• Built in collectability
  A LEGO trophy isn’t thrown away post race. Fans might recreate it at home. It becomes a mental and physical artifact.

• Multigenerational reach
  Forty percent of F1’s digital audience is under 25. LEGO opens F1 to kids, today’s homebuilders may be tomorrow’s ultimate fans.

• Scalable content potential
  From parades to behind the scenes build videos, each stage offers shareable moment, fuel for owned, earned, and paid content.

My Take

What I really like about the F1 × LEGO partnership is that it isn’t a surface level sponsorship or simple co-branded merchandise.

It’s layered, thoughtful, and designed to integrate deeply into the F1 experience itself, for both hardcore fans and casual viewers alike.

This isn’t just “fun marketing.” It’s a lesson in building relevance across different audiences and platforms, and there are some key reasons why it works so well:

• It’s experiential - LEGO is present in the places that matter: on the grid, in the garages, on the podium. It’s woven into the live event itself, rather than just surrounding it with ads.

• It’s collectible and sharable - A LEGO trophy isn’t just a cool gimmick; it’s something fans might want to recreate at home, photograph, talk about, or even meme (just look at the McLaren incident).

• It connects generations - This is crucial for F1 as it works to attract younger fans while remaining relevant to older, long-time viewers. LEGO naturally appeals to both.

• It creates ongoing content opportunities - From the Miami LEGO car parade to build time lapse videos to trophies on the podium, this campaign generates continual moments worth sharing and talking about.

Ultimately, I see this partnership as a blueprint for brand collaborations done right:

A successful collaboration should:

• Feel authentic to both brands

• Offer something interactive or experiential

• Create content beyond the initial campaign

• Build a bridge to future audience engagement

That’s why this campaign resonates so strongly. It’s playful, clever, culturally relevant and it doesn’t just look good on a brand deck; it feels right when you see it in action.