LEGO is set to venture into the world of motorsport with the launch of LEGO Racing, a groundbreaking initiative in partnership with F1 Academy. The team, led by Dutch racer Esmee Kosterman, will compete in the all-female series supported by Formula 1 and its teams, including Cadillac. While the goal remains competitive, LEGO’s chief product and marketing officer, Julia Goldin, emphasized that the primary focus is on raising awareness and building excitement rather than solely pursuing victories.
The collaboration aims to promote diversity and attract more young girls and women to the sport. Through innovative strategies like designing buildable versions of the F1 Academy car for the Speed Champions range, LEGO seeks to engage a new generation of enthusiasts. The integration of miniature and real racing experiences is intended to inspire young girls to explore the world of motorsport.
With the symbolic race number 32, representing LEGO’s founding year, Kosterman is eager to make her mark on the track. Despite the pressure, she is determined to see the LEGO racing car on the podium, showcasing her ambition and drive. The partnership between LEGO and F1 Academy underscores a shared commitment to fostering inclusivity and empowering future generations in the realm of motorsport.