The LEGO Group isn’t the only toy company partnering with Formula 1 in 2025, but there’s something LEGO Formula 1 knows how to do like no other.
Formula 1 has announced a partnership with Mattel’s Hot Wheels which takes elements of the previously announced collaboration coupled with the LEGO Group. Both partnerships with the respective toy manufacturers highlight the importance of appealing to people of all ages and both brands promise to be present at the Grands Prix throughout the year.
Interestingly, the flagship Hot Wheels x Formula 1 car will feature a special Hot Wheels racing livery, leading us to wonder if there will be some sort of LEGO x Formula 1 livery to match. We’ve already seen a LEGO-optimized droid in the form of L3-G0 in 75393 TIE Fighter & X-Wing Mash-up, highlighting the possibility of mixing LEGO branding with a licensed theme.
When it comes to comparing the possibilities between the LEGO Group and Hot Wheels, the most intriguing pieces remain what LEGO sets can offer that Hot Wheels doesn’t. The press release focuses on cars, interchangeable tires and of course tracks. In the world of LEGO, there is the possibility of going beyond with themes like LEGO City and Technique.
LEGO City can translate the world of Formula 1 beyond the track, capturing life in the garages, on the grid or even in the factory. LEGO Technic can recreate cars with more detail than smaller cars. Simply put, LEGO Group’s strength lies in its diversity. While other toy brands like Hot Wheels focus on a specific type of car and do it well, LEGO products have the power of variety – and that’s how they’ll stand out from the crowd when it will be about pleasing Formula 1 fans.
Although in the long term LEGO fans can be counted on to choose LEGO over other toy brands, attracting those who are new to LEGO, what the LEGO group surely wants to do will require proving what it wants do LEGO can offer what other products don’t. Judging by the wide range of Formula 1-related rumors surrounding LEGO, diversity seems to be the name of the game so far, which can only be a good thing for the upcoming collection.
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Author profile
- Rachel Davies
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I write about all the 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 a little, you lose a little.
