F1 and The LEGO Group have unveiled their brand-new range of LEGO sets at the Las Vegas Grand Prix following the announcement of their groundbreaking partnership.
The partnership was revealed to the world back in September, but now fans have had a chance to see the new collections up close ahead of the full release in early 2025.
In a huge win for fans, all 10 Formula 1 teams will be featured across the release for the first time ever to celebrate 75 years of F1.
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The collection will include 18 sets from LEGO Speed Champions, LEGO City, LEGO DUPLO, and LEGO Collectibles, allowing fans of all ages a chance to engross themselves in the world of F1.
Speaking to SPORTbible at the launch event F1 broadcaster Will Buxton stressed the significance of the collaboration.
"It's not an exaggeration to say this is one of the most meaningful partnerships Formula 1 has ever done in 75 years," he claimed.
"You have a relatability and a connectivity from the age of two to the age of 102, you know it's for all ages and F1 has never had a partnership with anyone who is able to do that."
Buxton, who has become one of F1's most recognisable faces through Drive to Survive, believes LEGO will make it much easier for children to access the sport at a much younger age than previously possible.
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"If we love Formula 1, how do you pass that on to your kids? Because it's not as easy as football where you can have a kickabout," he explained.
"This is something that parents and kids can play together which has never existed for F1 fans."
Chief Product & Marketing Officer of the LEGO Group, Julia Goldin, reinforced that although this partnership is for the present, it is very much focused on future generations.
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"Our goal is to bring families together to build, explore, and share their passion for the sport, offering something truly special for everyone."
The education LEGO can bring is also very noticeable in the collections, with the intricacies of F1 demonstrated particularly well in the LEGO City products.
The collection includes a Pit Stop & Pit Crew, Team truck, F1 Garage, and F1 Grid which all include authentic details allowing children six and over to learn more about the sport.
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Daniel Meehan, Creative Lead at the LEGO Group, told SPORTbible: "We want these details to spark conversations and questions."
Although a significant chunk of LEGO and F1's aim is to target new demographics, the super fans amongst us have not been ignored, as the star of the show is certainly the LEGO Speed Champions collection
The collection provides an unprecedented level of authenticity for fans with all 10 teams having completely different chassis to represent their real-life cars, and they're surprisingly cheap.
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Coming in at a surprisingly humble £22.99 the detailed models may require a second pair of hands to build, but the effort is certainly worth the reward.
However, despite being the clear star of the show the LEGO Speed Champion cars also shares the delicacy of their real world counterparts and may be more suited as an ornament than a battle proof toy.
These models are also the only products across all collections that feature accurate branding and sponsorships for all 10 teams, with LEGO having the correct licenses to keep these models accurate in the coming years.
The LEGO x F1 partnership will go way beyond products as fans will be offered a host of content and experiences, on digital platforms and at races through interactive fan zones during 2025.
F1 has been the fastest-growing sport in the world since Liberty Media took over back in 2017, and with LEGO playing a huge role in how the sport is perceived by fans, that is likely only to continue.
Tom Jenkins