LEGO Deepens Presence in F1

by Jonathan Dubinski November 20, 2025

written by Jonathan Dubinski November 20, 2025

Key Takeaways

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The LEGO Group has partnered with Formula Ones Academy to create a real racing team, led by Dutch driver Esmee Kosterman, aiming to engage younger audiences.
A new LEGO set, the Speed Champions F1 ACADEMY LEGO Race Car (set 77258), will be available on March 1, 2026, recreating Esmees competition car and recommended for ages 10 and up.
This collaboration aligns with Formula Ones growing popularity among younger fans, particularly the female demographic which comprises 42% of this audience.
The partnership serves to introduce the world of F1 racing to a new audience, as well as bring the LEGO universe closer to the world of motorsports.

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Expanded LEGO-F1 Partnership Introduces Racing Team and Set for Younger Audiences

The LEGO Group and F1 Academy have expanded their partnership, introducing a real racing team and car alongside a new LEGO set. Announced just before the Las Vegas Grand Prix, the collaboration includes Dutch driver Esmee Kosterman, a 20-year-old who will drive the LEGO Racing Team’s car, sporting a vibrant design consistent with the LEGO Group’s aesthetic. This partnership coincides with Formula One’s increasing popularity among younger fans; 42% of this growing audience is female. On March 1, 2026, the LEGO Speed Champions F1 ACADEMY LEGO Race Car (set 77258) will be released. The 201-piece set recreates Esmee’s competition car, and LEGO recommends it for ages 10 and up. It will retail for $27.99. This initiative brings the world of F1 racing to a younger audience and the world of LEGO.

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