LEGO is set to make a unique entry into the world of motorsport by launching its own racing team, LEGO Racing, in the upcoming all-female series. This initiative comes as LEGO partners with F1 Academy, a collaboration that was officially announced at the Las Vegas Grand Prix. The team will be supported by Formula 1 and its various teams, including the new outfit Cadillac, with Dutch driver Esmee Kosterman at the wheel, aiming to make a mark in the racing scene.
Julia Goldin, LEGO’s chief product and marketing officer, emphasized that the primary goal for LEGO Racing is not just about winning races but about creating awareness, building belief, and generating excitement. The focus is on supporting the overall success of F1 Academy rather than solely aiming for victory on the track. This strategic approach was acknowledged by Susie Wolff, the CEO of F1 Academy, who highlighted the significance of LEGO’s substantial sponsorship in further enhancing the championship’s growth and appeal to other prospective partners.
LEGO’s involvement extends beyond mere branding, as the company plans to release buildable versions of its F1 Academy car as part of its Speed Champions range. By combining the tangible experience of building miniature cars with the thrill of watching real racing events, LEGO aims to attract a new generation of young girls to the world of motorsport and challenge traditional gender stereotypes in the sport.
The introduction of LEGO Racing also signifies a broader effort to inspire young girls to pursue their dreams in motorsport. By providing a tangible connection through both toy cars and real racing events, LEGO and F1 Academy intend to create a more inclusive and diverse environment within the sport, encouraging girls to see themselves as active participants rather than mere spectators.
Esmee Kosterman, the driver for LEGO Racing, expressed her ambition to push the team to success and aims to place the LEGO racing car on the podium. Despite acknowledging the challenges ahead, Kosterman embraces the pressure and excitement that come with competitive racing, emphasizing her determination to achieve high standards in the upcoming races.
The collaboration between LEGO, F1 Academy, and the all-female racing series not only represents a significant milestone in motorsport but also symbolizes a step towards promoting gender diversity and inclusivity within the racing community.