The LEGO Group · Entertainment
LEGO x McLaren Formula 1
A licensed motorsport launch built for fans of the sport and fans of the build in equal measure.
Context
A motorsport licence brings two fandoms together. Racing audiences want authenticity and detail; the core brand audience wants the joy of building.
The Idea
Lead with craft — the engineering detail that makes the build feel like the car — and let motorsport culture carry the reach.
My Role
- Led ANZ digital and content planning for the launch
- Adapted global assets and story for the local market
- Coordinated retail, PR and partner touchpoints
- Managed creative and social delivery with agency partners
Execution
- Craft-led content series highlighting design detail
- Motorsport-timed social and community activity
- Retail launch support with clear hero product story
- Partner and PR amplification around the reveal
Public-Safe Impact
- A launch that read as credible to motorsport audiences
- Content engagement across social platforms
- Clear local expression of a global licensed partnership
Selected commercial results available privately on request.
Gallery
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