LEGO Group partners with Formula 1 to expand customer reach

The LEGO Group launched its inaugural F1 Fan Zone at the 2025 Chinese Grand Prix in Shanghai and rolled out collaborative products in the Chinese market, aiming to engage young consumers and sports fans.

The three-day racing event in Shanghai, which began on 21, attracted over 220,000 spectators, exceeding last year's attendance.

Federico Begher, senior vice-president of new businesses at the LEGO Group, said: "We're thrilled to kick off an incredibly exciting year for our collaboration with Formula 1. We have a wide range of immersive and creative experiences for fans and families to dive into throughout the entire year."

The LEGO Fan Zone, themed "Build the Thrill," was set up at the Shanghai International Circuit. It featured an immersive play area divided into three interactive zones: a building experience area, a product display area, and a photo interaction wall.

The product display showcased a variety of LEGO F1 racing sets, including the product range featuring all 10 F1 teams, and the LEGO City sets that brought F1 race scenarios to life.

"We know that many families share their passion for F1, so creating our joint collection of products enables them to build as they watch the races or expand their fun F1 moments together," said the LEGO Group.

Beyond the track, LEGO retail stores across China have launched "Build the Thrill" themed events. With more than 400 stores in over 120 cities nationwide, the company sees significant potential in cultivating a multi-generational consumer base, according to Paul Huang, president of the LEGO Group in China, during a recent interview on the importance of this strategy.