LEGO unleashes F1 fun at Melbourne and Sydney International Airports
A look at The LEGO Group's presence at Melbourne International Airport in line with the launch of the 2025 Formula 1® season in Melbourne, Australia
Travelers at Melbourne International Airport and Sydney International Airport can now immerse themselves in an exhilarating LEGO® F1® adventure. The LEGO Group has introduced a vibrant new collection of LEGO® F1® sets, along with exclusive travel retail activities that will enhance the journey for F1® and LEGO® enthusiasts of all ages. This launch coincides with the start of the 2025 Formula 1® season in Melbourne, Australia.
Bringing the thrill of the track to the skies
Building on the successful animation at Melbourne International in 2024, LEGO Travel Retail is going further with two concurrent animations – thanks to its partnership with Heinemann Oceania and Lotte Oceania Duty Free. Providing an exciting atmosphere for car fans, both locations will feature a wide range of LEGO® F1® cars – from everyday models to F1 race cars.
Interactive phygital experience
The activation at Sydney Airport will also feature a groundbreaking phygital experience, the first of its kind for LEGO Group in travel retail. This activity allows travelers to engage in friendly racing competitions by “pedaling hard” to power their LEGO® F1® vehicles.
Diverse product range
For the first time ever, all ten F1® teams will be represented across The LEGO Group’s product portfolio, including LEGO Speed Champions, LEGO City and LEGO DUPLO®. This collaboration brings the excitement and intricate details of Formula 1® racing to life through the creative world of LEGO play. From realistic recreations of iconic cars to interactive pit stop scenarios, the sets offer something for everyone across ages and interests.
The LEGO Group on display at Sydney International Airport. To celebrate the 2025 Formula 1® season, shoppers can enjoy various promotions in Melbourne T2 Airport (March 4 – April 1) and Sydney T1 Airport (March 6 – May 7)
Combining the true essence of Formula 1® with LEGO play
LEGO Speed Champions feature an authentic cockpit, wider rear tires, sponsor stickers and a driver minifigure for immersive racing play. Perfect for collectors and kids alike, the sets are designed for both display and high-speed imaginative races.
Plus, travelers can bring the energy of race weekend home with the LEGO City F1® sets, which let fans recreate the hustle and bustle of the pit lane, from vehicle transport and repairs to thrilling race starts and lightning-fast pit stops.
Beyond kids and family-friendly sets, adult builders seeking a challenging and rewarding experience can recreate the thrill of race weekend with LEGO Technic and LEGO Icon sets.
From June 1, fans can purchase official F1® merchandise at AUD 5.99 (US$3.80) with the 71049 LEGO F1® Collectible Race Cars mystery boxes. The complete set features an F1® car, an F1® ACADEMY car and 10 cars from the Formula 1® teams, offering an exciting way to build a personal F1® garage.
To celebrate the 2025 Formula 1® season, shoppers can enjoy various promotions in Melbourne T2 Airport (March 4 – April 1) and Sydney T1 Airport (March 6 – May 7).
Emily Prazer, Chief Commercial Officer at Formula 1®, says, “Formula 1 and The LEGO Group are proud to unveil the first product range of our partnership. This fantastic range caters to our entire fan base, with each set celebrating a crucial element and the intricate details of the world of Formula 1, from the pit stops and team garages to the car itself. We share our fans’ excitement to see this special partnership come to life and I cannot wait for fans to start building.”
Julia Goldin, Chief Product & Marketing Officer at The LEGO Group, adds, “We are thrilled to partner with Formula 1, an iconic brand that shares our commitment to innovation, creativity and inspiring future generations. Together, we’re creating products that ignite curiosity and foster a love of engineering and speed in builders of all ages. This collection uniquely combines the excitement of Formula 1 with the endless possibilities of LEGO play, capturing all 10 teams on the F1 grid for the first time. Our goal is to bring families together to build, explore and share their passion for the sport, offering something truly special for everyone.”
