Lego races into Melbourne and Sydney airports with interactive Formula 1 activations

By leveraging the global appeal of Formula 1, Lego is tapping into a diverse audience of motor enthusiasts at the two largest Australian airports.

Mar 14, 2025 - 15:54

Lego races into Melbourne and Sydney airports with interactive Formula 1 activations

**Travellers at Sydney Airport can ‘experience the thrill’ of motor racing with the Lego x F1 animation in the Heinemann Tax & Duty Free store**

**An interactive pedal power game, a first for Lego in travel retail, is a stand-out retailtainment element at the Sydney Airport activation**

AUSTRALIA. The Lego Group is connecting travellers to the world of Formula 1 motor racing at Melbourne and Sydney airports with a dynamic campaign highlighting its Lego F1 sets.

The pop-ups coincide with the start of the 2025 Formula 1 season in Melbourne.

At Melbourne Airport, Lego is running two concurrent animations in partnership with Lotte Duty Free. These feature a wide range of Lego F1 products from everyday models to F1 racing cars. The campaign builds on the Lego x Formula 1 activation at the airport in 2024.

The Lego F1 animation at Sydney Airport features an interactive phygital experience, a first for The Lego Group in travel retail. It was launched in partnership with Heinemann Oceania.

The venue invites travellers of all ages to engage in a friendly racing competition by ‘pedalling hard’ to power their Lego F1 cars.

This interactive element encourages engagement and brand immersion, allowing travellers to experience the creativity and craftsmanship behind Lego’s motorsport-inspired sets.

**Lego is running two high-profile animations at Melbourne Airport**

To celebrate the beginning of the 2025 Formula 1 season, travellers in Melbourne Airport Terminal 2 (4 March-1 April) and Sydney Airport (6 March-7 May) can enjoy a variety of promotions.

Shoppers can redeem a Mini Convertible Monster Truck with a minimum spend of A$60 (US$37) on any Lego set.
An exclusive Lego Passport Holder and Lego F1 Pit Pass kit is available with a minimum spend of A$100 (US$63) on any Lego set.
Travellers can redeem a free Lego F1 Sticker Pack with purchase of any Lego F1 box set.
A -20% discount off selected vehicle sets across Lego City, Lego Speed Champions and Lego Technic.

**Families test their pedal power at the Sydney Airport Lego animation**

**A Formula 1 track pallet displays the Lego Speed Champions line**

For the first time, all F1 teams are represented across The Lego Group’s product range, including Lego Speed Champions, Lego City and Lego Duplo. The sets feature recreations of popular racing cars, interactive pit stop scenarios and other motorsport scenes.

Lego Speed Champions offers detailed replicas of the ten F1 team cars. The sets feature authentic cockpits, wide rear tyres, sponsor stickers and driver mini figures.

Highlights from the Lego City F1 sets include the Pit Stop & Pit Crew with Ferrari Car set, Garage & Mercedes-AMG & Alpine Cars, and Grid with VCARB & Sauber Race Car sets.

The F1 Team Race Car & Drivers set, designed for younger Lego enthusiasts, includes classic motorsport features such as a starting grid and podium. The set allows toddlers to customise their cars and engage in developmental play.

**Shoppers can explore a curated selection of Lego’s officially licensed Formula 1 sets, featuring intricate models that celebrate the sport’s precision and engineering excellence**

**A Mini Convertible Monster Truck, Lego Passport Holder and F1 Sticker Pack are among the gifts with purchase at the animations**

Designed for adult Lego builders, the Lego Technic and Lego Icons sets offer more challenging Lego experiences. Highlights include the Ferrari SF-24 F1 Car, a 1:8 scale replica with realistic functions. The model features a steering wheel, two-speed gearbox, adjustable spoiler and V6 engine with spinning MGU-H.

Another highlight in the range is the Williams Racing FW14B & Nigel Mansell set, a Lego replica of the legendary Formula 1 race car that helped Mansell win the 1992 Formula 1 World Championship.

From June, Formula 1 fans can shop the Lego F1 Collectible Race Cars at both airports. The complete set features an F1 car, F1 Academy car and ten cars from the Formula 1 teams.

**(Above) The F1 Team Race Car & Drivers set and (below) Lego City F1 collection**

Formula 1 Chief Commercial Officer Emily Prazer commented, “Formula 1 and The Lego Group are proud to unveil the first product range of our partnership. This fantastic range caters to our entire fan base with each set celebrating a crucial element and the intricate details of the world of Formula 1, from the pitstops and team garages to the car itself.

“We share our fans’ excitement to see this special partnership come to life and I cannot wait for fans to start building.”

The Lego Group Chief Product & Marketing Officer Julia Goldin added, “We are thrilled to partner with Formula 1, an iconic brand that shares our commitment to innovation, creativity and inspiring future generations. Together, we’re creating products that ignite curiosity and foster a love of engineering and speed in builders of all ages.

“This collection uniquely combines the excitement of Formula 1 with the endless possibilities of Lego play, capturing all ten teams on the F1 grid for the first time. Our goal is to bring families together to build, explore and share their passion for the sport, offering something truly special for everyone.”