Formula 1 drivers used 22 drivable LEGO-built minicars during the pre-race Drivers’ Parade at the British Grand Prix on Sunday, July 2 [1], [2].
The event marks an expansion of the partnership between Formula 1 and LEGO. By transforming the traditional parade into a fan-focused spectacle, the organizers aim to increase engagement and highlight the creative side of the sport [3], [4].
All 22 drivers [2] participated in the event at the Silverstone Circuit in the U.S. [1], [2]. The vehicles were constructed by LEGO master-builders to be fully drivable for the duration of the parade [1], [2].
This collaboration follows a previous debut of the concept during the Miami driver parade [3], [4]. The move to bring the minicars to the British Grand Prix suggests a growing commitment to integrating the toy brand into the official race-weekend programming.
The use of 22 distinct minicars [1] allowed every driver on the grid to participate in the activity simultaneously. The display served as a promotional bridge between the high-tech engineering of F1 racing and the imaginative building blocks of LEGO [4].
“All 22 drivers participated in the event at the Silverstone Circuit”
The integration of LEGO into the British Grand Prix parade reflects a broader strategy by Formula 1 to broaden its demographic appeal. By blending a global toy brand with elite motorsport, F1 is pivoting toward 'sportainment' to attract younger audiences and families, diversifying the pre-race experience beyond traditional technical preparations.
