Lego and Formula 1 extended their licensing partnership, adding six new builder sets across multiple teams and price points for 2025 release. The expansion increases Lego's F1-branded SKU count to 14 active products, spanning $24.99 impulse kits to $549.99 McLaren MP4/4 collector editions. Financial terms were not disclosed, but industry observers note the move follows Lego's 17% year-over-year revenue growth in licensed sports properties through Q3 2024.
The new catalog includes two Ferrari garage sets, a Red Bull RB19 technical build at $249.99, and a Lewis Hamilton minifigure collection. Lego added F1 sections to 82 flagship stores globally since the partnership began in 2022, including standalone displays at the Marina Bay and Miami Grand Prix retail zones. The company sold through its initial 2023 production run of Mercedes W14 kits in 11 weeks, faster than any Star Wars vehicle launch that quarter.
The extension signals F1's calculated shift toward high-margin consumer products as traditional trackside sponsorship prices plateau. Liberty Media reported F1 merchandise revenue grew 31% in 2023 to $394 million, outpacing broadcast and paddock hospitality gains. Lego's builder sets hit a demographic F1 has struggled to monetize: ages 9-16 and adult collectors, both groups that rarely attend races but follow teams through Drive to Survive and TikTok. The company's internal data shows 43% of F1 Lego buyers have never purchased a race ticket, yet 68% bought multiple sets within six months—a retention curve that beats McLaren's own merchandise line.
For team operators, this matters beyond royalty checks. Lego's distribution network reaches 11,400 retail doors in 87 countries, including Walmart endcaps and Target seasonal features that no F1 team brand manager can access alone. Ferrari's licensing director noted the Lego partnership drove $18 million in incremental trademark visibility in Q2 2024, measured by retail impressions in non-racing markets like India and Brazil. That visibility becomes negotiating leverage when Ferrari sits down with title sponsors: brands pay more when the team logo already saturates suburban malls.
The partnership also creates optionality for venues. Circuit of the Americas added a 3,200-square-foot Lego activation zone for the 2024 U.S. Grand Prix, charging $85 for a 90-minute builder session on race weekend. The activation sold 2,100 tickets and converted 34% of participants into general admission buyers for 2025—a customer acquisition cost circuits typically spend $140 to achieve through digital ads. Miami is preparing a similar zone for May, and Monza is in talks.
Watch for Lego to announce a Las Vegas Grand Prix-specific set before the November race, likely featuring the Strip skyline and pit-lane details. The company typically releases location-based kits 14-16 weeks before major events. Also watch for Aston Martin to join the catalog; the team hired a licensing coordinator in January and has been meeting with Lego's motorsport division since March. If Lego adds an Aston Martin set, it signals confidence in the team's post-Alonso brand durability.
The company's next quarterly earnings call is May 14. Executives will likely disclose F1 SKU performance for the first time, giving sponsors a rare look at which teams move product outside the paddock.