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The Future of Brand Synergy: How LEGO x Formula 1 Redefines "Crossing" in Marketing

(By Taylor, Maqueda, and Maurizio for @infonegociosmiami) * Forget simple synergy. "Crossing" is the new frontier, a radical reimagining of brand collaboration that transcends mere partnerships. It's about multiplying creative output – products, experiences, activations – on a scale that eclipses the sum of its parts.  Think vertical, horizontal, holistic, and simultaneous.  Crossing is the quantum leap in amplifying business, market presence, profitability, and engagement, earning it the moniker “Quantum Marketing.”  LEGO and Formula 1's groundbreaking collaboration serves as a powerful case study, demonstrating how to revolutionize thinking, being, and doing business in today's dynamic landscape.

 

(5-minute read) 

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Rethinking Simplicity in a Complex World

 

Here's a hard truth: the old paradigms of simplicity no longer hold the keys to success.  In a world saturated with information and demanding ever-evolving experiences, "complex, time-intensive, abstract, integrated, and strategic" are the new pillars of effective marketing.  While bite-sized content might work for a quick post, navigating today's hyper-expansive business landscape requires a paradigm shift.  It's time to move beyond literal interpretations, purely numerical metrics, and short-sighted strategies.

 

LEGO x F1: A High-Octane Fusion of Speed & Creativity

 

As Formula 1 roars into its 75th season, its collaboration with LEGO Group promises a thrilling fusion of adrenaline and imagination. This partnership, captivating fans and families alike, is set to redefine how we experience both the thrill of motorsports and the joy of creative construction. 

This season, expect:

 

  • Immersive Experiences: From interactive fan zones at key races to captivating digital experiences,  LEGO and F1 are breaking down the barriers between the physical and digital realms.

 

  • Next-Level Fan Engagement: The partnership offers unparalleled opportunities for fans to connect, engage, and immerse themselves in the world of Formula 1 like never before.

 

  • A Celebration of Innovation:  The collaboration transcends mere entertainment, inspiring a love for engineering, design, and the boundless possibilities of creativity.



Key Takeaways:

 

  • Playful Innovation: Harness the power of immersive experiences like LEGO and F1 to spark creativity and learning for all ages.

 

  • Event Engagement:  Don't miss the LEGO Fan Zones at F1 races – a prime opportunity to connect with fellow enthusiasts and explore the latest products.

 

  • Digital Immersion: Stay ahead of the curve by exploring online experiences and apps from LEGO and F1, offering interactive activities and exclusive content.



 

The 2025 Season Launch: A Glimpse into the Future of Play

The 75th anniversary season of Formula 1 kicked off in Melbourne on March 13th, 2025, marking the start of an unprecedented collaboration between LEGO Group and Formula 1.  This partnership promises to redefine fan engagement and drive innovation throughout the season.

Here’s a sneak peek at what’s in store:

LEGO F1® Products: Building Excitement On and Off the Track

Get ready to build your own racing adventures! The LEGO F1® 2025 product line is here, featuring a range of sets designed to ignite imaginations and bring the thrill of Formula 1 to life.

 

  • LEGO® Speed Champions: These meticulously detailed sets offer a rewarding building experience, connecting fans with their favorite teams and drivers.

 

  • LEGO® Collectibles:  Collectors can get their hands on miniature versions of all ten teams, including special edition F1® and F1 ACADEMY™ show cars.

 

  • **LEGO® DUPLO®: ** Younger fans and their parents can share their passion for racing with the new LEGO® DUPLO® Race Cars and F1® Team Pilot set.

 

  • LEGO® City: The LEGO® City F1 range, comprised of six dynamic sets, allows fans to recreate every aspect of a race weekend, from vehicle transport and garage repairs to heart-stopping race starts and lightning-fast pit stops.

 

Experiences That Put You in the Driver's Seat

LEGO and Formula 1 are bringing the action to fans at 14 key races in 2025, starting with the season opener in Melbourne.

 

  • LEGO® Fan Zones:  Enjoy exclusive Make and Take builds, photo opportunities, and first looks at the entire LEGO® F1 product lineup.

 

  • LEGO® Pit Shops: Located at 21 Formula 1 races, these pop-up shops will offer fans the chance to purchase the full range of LEGO® Speed Champions, LEGO® City, LEGO® DUPLO®, and LEGO® Collectibles.



**Follow us on IG: @infonegociosmiami **

 

Digital Engagement That Keeps You Connected

The excitement extends beyond the track and into the digital realm.

 

  • LEGO® Magazine: Look out for special F1-themed activities and features in the March and July issues of LEGO® Magazine.

 

  • LEGO.com:  Explore a dedicated F1 hub at www.LEGO.com featuring interactive activities, behind-the-scenes content, and more.

 

  • LEGO® Play App:  Kids can explore their passion for F1 through creative tools, challenges, and a dedicated LEGO® F1 game.

 

  • Livestreams: Tune in to www.LEGO.com/live/f1 for exclusive livestreams featuring product reveals, behind-the-scenes insights, and exciting giveaways.



** This is just the beginning of an epic partnership. Stay tuned for more exciting announcements and experiences throughout the season! **

 

Quotes from the Leaders

“We are thrilled to be starting an incredibly exciting year for our collaboration with Formula 1,” said Federico Begher, Senior Vice President of New Business at LEGO Group. “We have a wide range of immersive and creative experiences for fans and families to dive into throughout the year. We can't wait to get started in Australia and introduce everyone to our products that spark curiosity and foster a love of engineering and speed in builders of all ages," he added.

"This exciting collaboration with the LEGO Group continues to grow from strength to strength, allowing us to take the world of Formula 1 beyond the racetrack and directly into homes," said Emily Prazer, Commercial Director of Formula 1. "These activities and experiences will allow fans to learn more about the intricacies of the sport through play and ignite a passion for racing for builders of all ages."



Subscribe to Infonegocios Miami 

 

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  •  Contact Infonegocios MIAMI:

 juan.maqueda@onefullagency.com

            marcelo.maurizio@onefullagency.com



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