The Lego Group is accelerating its global brand partnerships and retail engagement through major collaborations with Formula 1, Nike and Bluey.
Earlier this year, Lego launched Speed Champions sets representing all Formula 1 racing teams. These were introduced alongside complementary Technic, Icons and City models.
The Lego x Formula 1 collaboration made a strong impact in travel retail. In the UK, promotional activations at Stansted and Luton airports featured branded podium displays, photo opportunities and exclusive product showcases.
Lego hosted a family-oriented experience with interactive racetrack elements leading into the retail space in partnership with Lagardère Travel Retail at Josep Tarradellas Barcelona-El Prat Airport; while Copenhagen Airport featured a life-sized Lego-built McLaren car in July.
Formula 1-themed activations also rolled out across duty-free stores in Hamburg, Frankfurt and the Czech Republic, as well as dynamic activations at Sydney and Melbourne airports to coincide with the race season kicking off in Melbourne back in March.
In the first half of 2025, Lego hosted immersive activations during F1 race weekends in various cities. These included the Formula 1 Miami Grand Prix Drivers’ Parade, where Lego created ten drivable cars, one for each team, inspired by its Speed Champions range.
In addition, Lego has been steadily expanding its travel retail network with two major openings in Manchester and Munich airports earlier this year.
Nike collaboration: Lego bricks meet basketball
In July, Lego launched the Nike Dunk set, marking its first partnership with the sportswear brand. The Nike Dunk Set features 1,180 pieces and includes a rotatable brick basketball and the Nike Dunk slogan. The model also features hidden compartments, an extra pair of green laces and an exclusive basketball mini figure called B’Ball Head, sporting the same Dunk sneakers as the model.
Two additional Lego x Nike basketball-inspired sets were launched in September.
In the summer, Lego hosted a series of Nike playground events in London, Shanghai and other cities, blending sport and imagination to inspire young builders.
Bluey joins the Lego family
In another milestone this year, Lego welcomed popular children’s character Bluey to its portfolio. The collection includes five sets across the Lego, Duplo and Lego 4+ ranges, enabling fans to recreate Bluey adventures while fostering imaginative play.
Accompanying the line is the Lego Bluey App for children aged 2-5, featuring themed play packs that combine creativity, open-ended exploration and age-appropriate challenges. The app is designed to support emotional and cognitive development through meaningful, interactive experiences. ✈
