Miami's Giant Lego Pilots Parade: A Stroke of Genius?

We're used to seeing F1 drivers on the trailer of a truck or in classic cars for the parade before each Grand Prix. So it was a total surprise when this Sunday, ten full-size Lego F1 cars lined up on the grid! Built in the colors of each team to reflect the recent partnership between the Formula 1 and the Danish toy manufacturer, these life-size machines could accommodate the two drivers from each team. Better still, no one was there to drive them, so ten drivers from the 2025 grid had to get behind the wheel!

The rest of the race was ultimately very predictable. Launched at low speed behind the safety car, the single-seaters ended up colliding in a joyful mess, some happily cutting across the track, others, like the duo Mercedes, going to jam the Williams in one of the walls bordering the Miami International Autodrome. A kind of playground that was welcome to see another side of the drivers, who are usually found in their role as fierce competitors.

The LEGO McLaren cuts across everyone at Turn 1 but Ferrari come out in front 😱#F1 #MiamiGP pic.twitter.com/AJoINnAQFW

- Formula 1 (@ F1) May 4, 2025

Above all, with videos shared massively on social media, Formula 1 has managed to make this moment, usually reserved for ticket holders, something not to be missed by fans around the world. While nothing can replace the feeling of being able to directly cheer on your favorite driver on site, seeing the 20 actors of the F1 Circus having a blast, Mario Kart style, brought an unexpected and welcome freshness. We can only imagine that the builders who worked 22 hours with 000 bricks to construct the ten replicas laughed bitterly when they saw the various accidents caused by the drivers!

Today's players, tomorrow's fans?

Third in the Miami Grand Prix this Sunday, George Russell mentioned this parade lap in his Parc Fermé interview. It must be said that the Briton and his teammate Kimi Antonelli were not the last to cause a commotion, as their car, the Williams and also theAlpine ! "Lando (Norris. Ed.) is a little angry with me because we had an incident during the Lego race this morning and he injured his leg, I don't know if he's going to complain about me or not! This morning's race was undoubtedly the best of the day, we have to do that at every Grand Prix!

A phenomenon since its release at the beginning of March, the official Formula 1 collection with the Danish brick manufacturer is once again a stroke of marketing genius, in the quest for new audiences. With Speed ​​Champions, Technic, but also Duplo and City collections, all age groups and profiles are targeted. And we know, it's often in the toys of our childhood that our future passions lie. So if today's children play with official Formula 1 products rather than Majorette or Hot Wheels, we are undoubtedly building the generation of tomorrow's fans...

 

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