I’ve just returned from the first two days of the Australian Grand Prix in Melbourne, and the energy in the city is absolutely electrifying. There is an amazing excitement for the race, and one thing is clear: Melbourne has truly earned its reputation as the sporting capital of Australia. The event is not only massive in scale but also impeccably managed, showcasing the city’s passion for all sports.
At the event, I had the privilege of visiting the LEGO Fan Zone, a dynamic pop-up shop and interactive center that will feature at every Grand Prix worldwide as part of Formula 1’s 75th Anniversary celebrations.
Last year, the two companies announced a partnership that will see LEGO significantly expand its offerings, featuring sets for all Formula 1 teams. This collaboration spans LEGO’s entire product range, from Duplo for younger builders to the intricate Technic series.
The LEGO Fan Zone offers an exciting experience for fans, featuring “Make and Take” builds, photo opportunities, and a showcase of the entire LEGO Group and F1 product lineup. While LEGO DUPLO and LEGO City sets are already available, the highly anticipated LEGO Speed Champions sets which have launched already but you can also look forward to the LEGO F1 Collectibles, releasing on May 1st, 2025.
Next door to it was the Pop-up LEGO Pit Shop offering the full product line, including LEGO Speed Champions, LEGO City, LEGO DUPLO, and LEGO Collectibles (when available).
In a conversation with Lucas Reynoso Vizcaino, Global Head of Product, we explored the range’s appeal to young Formula 1 fans and the innovative ways the LEGO Group is leveraging technology to bring families closer through collaborative building experiences.
Lucas explains that using the LEGO Builders APP “You can decided to build as a party or two or three, everyone can build a part of the car and then you can bring them together, so it becomes a real familly or friends process”.
Formula 1 is entering a new era, attracting a younger generation of fans. Partnering with a family-oriented brand like LEGO is a natural fit, meeting the growing demand for high-quality, interactive toys that inspire creativity and imaginative play.
You can see the full range of LEGO Formula 1 sets here.
These new ranges offer the perfect opportunity for fans to carry their passion for Formula 1 beyond the track. Adding to the stylish apparel and other collectibles, they allow LEGO fans to celebrate their favourite sport and drivers long after the checkered flag has waved.
