Here’s a pop-trivia question for you. Who is the biggest tyre manufacturer in the world – i.e., who makes the most? I’ll give you a second to think about it. No doubt many of you know the answer already, if you’re reading this. The answer is, of course, LEGO. And after so long at the top of the tyre tree, they are finally getting involved in the real-world automotive sphere with a surprise partnership with F1 Academy, as announced the other day.
This represents the culmination of a big year for LEGO and Formula One. 20 sets have so far been released across five themes, including an entire wave of Speed Champions sets. LEGO has been a major presence at F1 races, most notably the Miami, British and Las Vegas Grands Prix. But even then, this latest announcement surprised many, including me. It got me thinking about LEGO’s relationship with IP partners, bringing in new fans, driving positive change in both motorsport and the world at large, and how to do a brand tie-in properly. And I got a bit carried away – so enjoy this long, rambly read!