LEGO builds life-sized F1 cars for global tour

LEGO, a regular presence at Cannes Lions, hit a new creative milestone this week, by building fully drivable big-build F1 cars for the Miami Grand Prix Driver's Parade.

Fully drivable big-build F1 cars from LEGO

Inspired by the LEGO F1 Speed Champions range, each of the LEGO big builds comprised nearly 400,000 bricks, weighing 1,500kg and capable of reaching speeds of 20km/h. F1 management and all 10 teams on the grid embraced the stunt, with Max Verstappen and Lando Norris among those steering the cars around the track.

The cars were created to celebrate the two brands’ multi-year sponsorship deal, signed last year. It represents a number of firsts for LEGO, including the first time the company has produced multiple drivable big builds at the same time, as well as the first time that multiple F1 drivers have got behind the wheel of LEGO cars simultaneously.

The cars were created by a team of 26 designers, engineers and LEGO builders, over 22,000 hours, in the LEGO Group’s Kladno factory, located in the Czech Republic. At a near 1:1 in scale with Formula 1 cars, the builds captured the intricate details of a Formula 1 car, including everything from sponsor logos to authentic Pirelli Tyres.

“At the LEGO Group, we are constantly striving to push the boundaries of what is possible,” said Julia Goldin, chief product & marketing officer of the LEGO Group. “We know that drivable big builds have an unparalleled ability to evoke excitement among fans, and are delighted to see the reaction unveiling 10 at the same time has brought.”

Emily Prazer, chief commercial officer at Formula 1, added: “As a sport synonymous with innovation and pushing boundaries, it was amazing to see another first for our sport as the big builds made their way around the track in the hands of the best drivers in the world. Our partnership with the LEGO Group enables us to inject a lot of fun into the Grand Prix experience and engage new audiences.”

Following the conclusion of the Miami Grand Prix, all 10 LEGO big builds are embarking on a global tour, bringing families and kids closer to all the action on track.

Cannes Lions delegates with good memories may remember that LEGO built a Cannes Lions Award in 2018  — though not quite as many bricks were involved.