LEGO Japan Corporation, led by President Michael Everson and based in Minato, Tokyo, has recently announced a multi-year partnership with Formula 1 (F1) to bring exciting activities and content for fans throughout the 2025 racing season. Kicking off from March 13 to March 16, 2025, at the FORMULA 1 AUSTRALIAN GRAND PRIX, this collaboration promises to uplift fan experiences in 14 key racing locations worldwide, including Japan.
During the season opener in Australia, LEGO will set up interactive booths and pop-up shops within the fan zone areas at these major circuit locations. One particularly noteworthy event will occur at the renowned Suzuka Circuit, where the 2025 FIA F1 World Championship Series Lenovo Japan Grand Prix will take place from April 4 to April 6, 2025. For F1 enthusiasts and families, LEGO will provide fun-filled activities, elevating the fan experience.
The LEGO booth at the Suzuka Circuit will be divided into two main areas. The first is a Pit Lane area, where attendees can enjoy hands-on experiences with LEGO bricks, using themed play tables to assemble their very own F1 cars. Once constructed, these miniature cars can be boxed up as souvenirs in special cases. The second area, known as the Garage, features monitors broadcasting the atmosphere of a live racing garage, along with a photo booth where fans can photograph their created F1 cars. Visitors can also explore products themed around all ten F1 teams exhibited at the booth.
Adjacent to the LEGO booth, the PIT SHOP will cater to F1 fans with a variety of related merchandise available for purchase. During the initial experience booth event held in Australia, LEGO reported a significant turnout, with numerous customers participating.
LEGO will also offer online content for fans eager to enjoy the F1 experience from home. The official LEGO online site will introduce numerous family-oriented activities and articles, allowing fans to participate in interactive LEGO F1 games and mechanic diagnostics. This initiative is aimed at crafting an immersive racing experience through digital engagement.
Moreover, between March and June 2025, the LEGOLAND Discovery Centers will run exclusive themed events focused on F1. Participants can engage in activities such as spinning a roulette to select colors corresponding to the ten F1 teams and assembling LEGO cars based on their chosen design.
An impressive range of LEGO products will also be launched in association with F1. The LEGO City and LEGO Duplo series will feature realistic recreations of the 2024 F1 World Championship race cars starting January 1, 2025. Additionally, the popular LEGO Speed Champions series, showcasing F1 vehicles, will launch on March 1, with the LEGO Collectors series expected to hit the shelves on June 1, 2025. This diverse array of products aims to capture the thrill of Formula 1 racing within the LEGO creative play format.
The collaboration between LEGO and F1 stands as a testament to the power of play and engagement in fostering relationships within the world of motorsport. Not only does it provide fans with opportunities to engage actively with their favorite sport, but it also showcases LEGO's enduring legacy to stimulate creativity across ages. This partnership aims to energize fans and families alike and immerse them in the exhilarating world of F1 racing through interactive experiences.
Founded in 1932 in Billund, Denmark, the LEGO Group has continuously prioritized nurturing future generations through the imaginative power of play, with their products being available in over 130 countries. As their collaboration with Formula 1 kicks off, both organizations exhibit a shared commitment to creating unforgettable experiences that resonate with fans globally.
For further information regarding the events and product lineups, fans can visit the LEGO Japan official social media accounts and brick stores, where updates will be frequently shared as the F1 season approaches.
