Could LEGO Formula 1 be to 2025 what Space is to 2024?
Space-themed LEGO sets have dominated multiple themes in 2024 and Formula 1 is in a good position to do the same in 2025.
LEGO Space sets, complete with their own unique branding, can be found across various themes, from LEGO City, Creator, and Technic, to those more geared towards younger builds in LEGO Friends, DREAMZzz, and Classic. With some of the early 2025 rumours pointing towards the return of Formula 1 sets in the LEGO City theme, the glittering world of Formula 1 could provide a similar base for an inter-theme collection in 2025.
There are no indications that LEGO Formula 1 sets will get their own branding or an official sub-collection, but that doesn’t mean the stones aren’t already being laid for an unofficial one at least. 2024 has seen the release of several Formula 1-focused builds, some in the unsurprising locations like LEGO Technic and LEGO Speed Champions but also a more unusual addition to the LEGO Icons theme with 10330 McLaren MP4/4 & Ayrton Senna.
Where the return to LEGO space delved back into the past with a nostalgic look back to the classic Space, a focus on Formula 1 would capitalise on the modern rising interest in Formula 1. While it’s had a long-standing fanbase around the world, the last few years have seen growing interest in the motorsport in new spaces, with increased viewers in the US and an increasing number of female fans, rising to 40% of the fanbase in 2022 from just 8% in 2017.
Research covered by CNBC suggests a number of factors contributing to this success, from the rise of Formula 1 content creators to the success of Netflix’s Drive to Survive series. Whatever the cause, it highlights an opportunity for the LEGO Group to capitalise on markets that it’s already pursuing in other areas: adults and, more specifically, women.
Where building LEGO used to be more broadly popular among children and, even for adult collectors, men, campaigns like Adults Welcome have appeared to target casual adult LEGO fans and also specifically women in some cases, seeking to widen the company’s customer base. That’s not to say women haven’t always been fans of LEGO but there does appear to be greater thought given to targeting more women in marketing efforts.
Its success can be seen through the rise of themes like the Botanical Collection, hitting a new record this year. Ever since the pandemic, the LEGO Group has seen a rise in its adult market, continuing to keep pace with sales of sets geared towards younger builders. Safe to say, LEGO sets geared towards adults and even newcomers to LEGO as a hobby are still hitting the mark.
With that in mind, Formula 1 would make sense as a priority for the LEGO Group, even more so than it’s already been. It would offer the chance to reach the growing number of Formula 1 fans in demographics that the LEGO Group is already targeting with its 18+ sets, while still appealing to the respectable number of existing LEGO Technic, Speed Champions, and general fans who love a vehicle-based model.
The latest rumour that 2025 will see LEGO City take on Formula 1 suggests that the LEGO Group is broadening its horizons with Formula 1 next year. This year, LEGO Technic and Speed Champions have been the main home of motorsport-themed sets, with the exception of a few like 10330 McLaren MP4/4 & Ayrton Senna. LEGO City Formula 1 sets would likely be more geared towards younger builders but does show the versatility of Formula 1 as an inter-theme collection.
All in all, it’s a good time to be a simultaneous LEGO and Formula 1 fan – and that fact doesn’t appear to change any time soon.
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- I write about all the very best fandoms – and that means LEGO, of course. Spending so much time looking at and talking about LEGO sets is dangerous for my bank balance, but the LEGO shelves are thriving. You win some, you lose some.
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