Build The Thrill

Client: The LEGO Group

Build The Thrill brought The LEGO Group and Sky F1 together to re‑energise families around LEGO’s vehicle range by tapping into the UK’s fast‑growing passion for Formula 1. While LEGO remained a loved brand, children were increasingly drawn to fast, screen‑led entertainment and drifting away from physical play earlier. LEGO needed to reignite excitement and inspire the next generation of builders.

Formula 1 offered the ideal cultural moment. Its rise as a shared family viewing experience created a natural bridge between parents and children, yet the sport’s complexity often limited younger engagement. LEGO was perfectly placed to simplify and unlock the thrill of F1 through play. Rather than a traditional sponsorship, Build The Thrill embedded LEGO directly into the F1 world through a bespoke Sky Sports F1 partnership, from a LEGO‑styled broadcast opening to kid‑fronted segments making the sport more accessible. The campaign expanded into live events and retail activations, creating shared family moments that brought racing energy into real life and positioned LEGO as the brand that helps families experience Formula 1 together.