The LEGO Group is speeding into a multi-year partnership with international car-racing league Formula 1 for a new range of consumer products and experiences. 

Starting next year, the Danish brick-maker will roll out construction sets featuring the branding of all 10 F1 teams for both young and adult builders, including a LEGO Duplo line for preschoolers. 

F1’s current strategy is focused on engaging and expanding its younger audience, which has surged in recent years, thanks to its F1 Kids broadcasts and popular Netflix series  Formula 1: Drive to Survive. More than four million eight- to 12-year-olds actively follow the races across the EU and US, according to the league. 

F1 and LEGO will also develop dedicated fan-zone activations at the races so that fans can play with the brick products while learning about the history of the sport and its technology.