LEGO needs to lean into its diversity to stand out in the world of Formula 1 toys

The LEGO Group isn't the only toy company teaming up with Formula 1 in 2025 but there's something LEGO Formula 1 can do like no other.

Formula 1 has announced a partnership with Mattel's Hot Wheels that echoes elements of the previously announced collaboration with the LEGO Group. Both partnerships with the respective toy companies underline the focus on appealing to people of all ages and both brands promise to have a presence at Grands Prix throughout the year.

Interestingly, the flagship Hot Wheels x Formula 1 car will feature a special Hot Wheels racing livery, leading us to wonder if there will be some sort of unique LEGO x Formula 1 livery to match. We've already seen a LEGO-fied droid in the form of L3-G0 in 75393 TIE Fighter & X-Wing Mash-up, highlighting the possibility of blending LEGO branding with a licensed theme.

When it comes to comparing the possibilities between the LEGO Group and Hot Wheels, the most intriguing parts remain what LEGO sets can offer that Hot Wheels doesn't. The focus on the press release is on the cars, interchangeable tyres, and of course the tracks. In the world of LEGO, there's the possibility to expand beyond that with themes like LEGO City and Technic.

LEGO City can translate the world of Formula 1 beyond the track, capturing life in garages, on the grid, or even in the factory. LEGO Technic can recreate cars in more detail than smaller cars can. Put simply, the LEGO Group's strength lies in its diversity. Where other toy brands like Hot Wheels focus on a specific type of car and do it well, LEGO products have the power of variety – and that's how they will stand out from the crowd when it comes to appealing to Formula 1 fans.

While long-term LEGO fans can be relied upon to choose LEGO over other toy brands, bringing in those who are new to LEGO, as the LEGO Group surely wants to do, will require proving what LEGO can offer that other products don't. Judging from the wide range of Formula 1-related LEGO rumours, diversity does seem to be the name of the game so far, which can only be a good thing for the upcoming collection.

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