The latest in a series of eye-catching activations from the LEGO Group’s partnership with Formula 1 will see 22 fully drivable minicars take to the track as part of Sunday’s Pirelli British Grand Prix drivers parade.
For the first time, every driver will compete in their own personalised single-seater, each carrying the correct team livery, colour, and driver number from the 2026 season.
The announcement is the most ambitious activation yet from a partnership that has moved quickly since its launch in September 2024.
What began as a commercial agreement to connect two of the world’s largest global fanbases has produced a series of high-profile moments in rapid succession.
LEGO-built race trophies at last year’s British Grand Prix, a drivable Cooldown Car in Las Vegas, and – most memorably – the 2025 Miami Grand Prix drivers parade, in which all 20 drivers completed a lap in team-specific replica LEGO cars.
Miami was the moment that made the direction of travel clear, with footage circulating far beyond F1’s existing audience and the response from fans and drivers making the case for a follow-up impossible to ignore.
“We always listen to our fans, and it was clear from the 2025 Miami Grand Prix Drivers Parade that both fans and drivers wanted more,” explained Julia Goldin, Chief Product and Marketing Officer of the LEGO Group.
“We’re back with a 2.0 version in a brand-new format, bringing even more fun and excitement to the parade.”
The production behind the 22 Silverstone cars reflects the scale of the investment.
Each minicar comprises more than 28,000 LEGO bricks, weighs approximately 280 kilograms, and is capable of reaching 25 kilometres per hour on standard go-kart wheels.
A team of 20 design, engineering, and build specialists spent more than 6,400 combined hours on their construction at the LEGO Group’s Kladno factory in the Czech Republic.
There is something truly special about bringing together the worlds of Formula 1 and LEGO play, combining innovation, creativity, and entertainment in a way that can inspire and excite fans of all ages.
Emily Prazer
“Last year the F1 LEGO Drivers’ Parade in Miami with the LEGO big build cars was one of the most memorable and talked-about moments of the season, capturing the imagination of fans around the world and showing a different side of the sport,” said Emily Prazer, Chief Commercial Officer at F1.
“This year, we’re building on that moment to create an incredible spectacle for fans attending the British Grand Prix and those watching globally.
“There is something truly special about bringing together the worlds of Formula 1 and LEGO play, combining innovation, creativity, and entertainment in a way that can inspire and excite fans of all ages.”
To get even more eyes on the latest collaboration, Sunday’s drivers parade will be broadcast live on F1’s YouTube channel.
