LEGO is set to bring a unique approach to the racing world by launching LEGO Racing, a new motorsport outfit, in partnership with F1 Academy. The team is gearing up to compete in the all-female series next year, supported by Formula 1 and its teams, including newcomer Cadillac, with talented Dutch racer Esmee Kosterman as the driver.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that the primary goal for LEGO Racing is to raise awareness and build excitement rather than focusing solely on winning championships. This perspective was met with approval from Susie Wolff, F1 Academy’s chief executive, who sees the partnership with LEGO as a significant step in the growth of the championship.
Goldin highlighted the importance of LEGO’s involvement in F1 Academy, aiming to inspire young girls and women to engage in motorsport. Beyond sponsoring the team, LEGO is introducing buildable versions of the F1 Academy car, aligning with their mission to appeal to a broader audience.
The collaboration between LEGO and F1 Academy aims to address the underrepresentation of girls and women in motorsport, providing a platform for aspiring female racers. Kosterman, the driver for LEGO Racing, views the opportunity as a significant milestone in her career, enabled by LEGO’s support.
While Goldin emphasizes the broader goals of the partnership, Kosterman is determined to excel on the track and aims to see the LEGO Racing car on the podium. The team’s racing number, 32, pays homage to LEGO’s founding in 1932, symbolizing the company’s heritage and commitment to innovation.
LEGO’s innovative approach to motorsport aims to create a more inclusive and diverse environment within the racing community, inspiring the next generation of racers, irrespective of gender.