LEGO accelerates Fan engagement with Formula 1 ‘Off Track’ Experiences
NEW YORK – October 4, 2024 – LEGO Group is shifting gears to amplify its Formula 1 partnership with a series of immersive “Off Track” activations rolling out across key cities globally. The campaign aims to connect with F1 enthusiasts beyond the racetrack, offering unique building experiences and interactive displays centered around the LEGO® Formula 1™ sets.
Launched in partnership with Formula 1, the LEGO® Formula 1™ collection debuted in 2024, bringing the high-octane world of motorsport to life through detailed, brick-built replicas of iconic F1 cars and team transporters. Now, LEGO is extending the experience with “Off Track,” a multi-city initiative designed to deepen fan engagement and showcase the creative potential of LEGO building. The activations are particularly targeted at a demographic increasingly drawn to both the sport of Formula 1 and the creative outlet of LEGO construction, representing a important possibility for brand loyalty and expansion within both communities.
The “Off Track” activations will feature large-scale LEGO builds, interactive zones where fans can design and race thier own LEGO F1 cars, and opportunities to meet LEGO designers. Initial stops include London, Milan, and miami, with additional locations to be announced. The events are free and open to the public, running through December 2024. LEGO intends to leverage the activations to drive sales of its Formula 1 sets and further solidify its position as a key partner within the racing world. The campaign builds on the growing popularity of both LEGO and Formula 1, with F1 experiencing a surge in viewership and LEGO continuing to innovate with new product lines and experiences.
