LEGO is entering the world of motorsport in a unique way by forming its own racing team. The announcement was made at the Las Vegas Grand Prix, where LEGO confirmed its partnership with F1 Academy. The LEGO Racing team is set to debut next year in an all-female series supported by Formula 1 and its teams, including newcomer Cadillac, with Esmee Kosterman as the driver.

Julia Goldin, LEGO’s chief product and marketing officer, emphasized that their goal is not solely about winning races but to raise awareness, build belief, and create excitement within the sport. The focus is on supporting the overall goals of F1 Academy rather than individual team success.

F1 Academy, a relatively young championship according to Goldin, sees LEGO’s significant sponsorship as a boost to its growth and credibility. The collaboration aims to attract more young girls and women to the world of motorsport by offering buildable versions of the F1 Academy car as part of LEGO’s Speed Champions range.

The initiative is driven by a shared objective between LEGO and motorsport to inspire and engage young female enthusiasts. The introduction of LEGO’s F1 Academy car, both as a toy and a real racing vehicle, aims to break gender stereotypes and encourage more girls to pursue careers in motorsport.

Esmee Kosterman, the driver for LEGO Racing, embraces the pressure to perform and aims to see the LEGO car on the podium. Despite Goldin’s emphasis on broader goals, Kosterman is determined to achieve competitive success and make the most of the opportunity provided by LEGO’s support.

The car will bear the number 32, reflecting LEGO’s founding year, and symbolizing the company’s heritage. Kosterman’s ambition is clear as she targets podium finishes, demonstrating her determination and passion for racing.

The partnership between LEGO and F1 Academy represents a significant step towards inclusivity and diversity in motorsport, paving the way for a new generation of female racers and fans to engage with the sport.