Formula 1 is set to replace its traditional drivers’ parade with a unique spectacle at the British Grand Prix, as all 22 drivers will take to the track in fully functional Lego go-karts on Sunday. The initiative follows the enormous success of the full-sized Lego Formula 1 cars showcased at last year’s Miami Grand Prix,…
LEGO activated a high-profile digital campaign ahead of the 2026 FIFA World Cup, partnering with some of football’s biggest global names to amplify its latest promotional spot across social media. The campaign featured Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and VinÃcius Júnior, each sharing the content on Instagram as part of a coordinated rollout. Despite…
During the Chinese Formula 1 Grand Prix, LEGO launched a hands-on marketing activation aimed at motorsport enthusiasts. The initiative allowed fans of all ages to build race-themed LEGO models in specially designed fan zones, creating an immersive experience around the Grand Prix weekend. LEGO has increasingly invested in motorsport-related projects in recent years. Collaborating with…
LEGO has officially expanded its partnership with Formula 1 by introducing a new line of collectible racing helmet sets. The series, which is set to launch on May 1, 2026, represents a significant evolution in LEGO’s sports-themed product strategy, targeting both young fans and adult motorsport collectors. The First Collection: Scuderia Ferrari HP The debut…
In anticipation of the 2026 FIFA World Cup, LEGO has officially unveiled the FIFA World Cup Trophy LEGO Edition. The launch event featured a star-studded lineup of World Cup winners, including Iker Casillas, Roberto Carlos, Cafu, Sami Khedira, and Marco Materazzi. Key Highlights: As Iker Casillas noted during the event, “Lifting the World Cup trophy…
