Lego is rebuilding how consumers engage with motorsport brick by brick.
In 2025, Lego kicked off a partnership with Formula 1 that brought officially licensed sets to global retail shelves and immersive experiences to races around the world. In the nearly year since launch, the collaboration has bolstered fan engagement for both brands, lead to promotional sales of Lego products and expanded the demographic reach for the toy company and the racing organization.
In August, Lego CEO Niels Christiansen touted the company’s Formula 1 sets as one of the innovations that fueled record first-half revenue and operating profit. The company, which is privately held, reported a 12% year-over-year revenue bump to 34.6 billion Danish kroner, or $5.4 billion, for the first six months of 2025.
“It is a massively growing fan base,” Julia Goldin, chief product and marketing officer at Lego, told CNBC. “It is the biggest motorsport now in terms of its fandom. ... We felt that we could really tap into that and deliver something very unique.”
With Formula 1, Lego isn’t just leveraging an existing fandom, it’s expanding it, bringing underserved demographics into the world of racing and engaging new customers.
