F1 drivers to take Lego minicars onto Silverstone parade lap

Formula 1 will add a playful twist to its British Grand Prix build-up this weekend, with drivers set to complete the traditional Silverstone parade lap in bespoke Lego minicars.

Lego returns after Miami success

F1 and Lego generated a viral hit in Miami when the drivers climbed into Lego cars, with one driver at the wheel and their team-mate riding alongside. What began as a parade quickly took on a more competitive edge, as the 10 Lego cars effectively raced each other and bricks flew across the route.

Each minicar weighs 280kg, including 65kg of Lego bricks, runs on standard go-kart wheels and is capable of reaching speeds of up to 25km/h. The parade lap is scheduled for 1:30pm BST, 90 minutes before the British Grand Prix start. For more on the wider Silverstone weekend, see our British Grand Prix guide.

F1 targets entertainment value at Silverstone

Emily Prazer, chief commercial officer at Formula 1, said the Miami activation had resonated strongly with fans.

“Last year's F1 drivers' parade in Miami with the Lego big build cars was one of the most memorable and talked-about moments of the season, capturing the imagination of fans around the world and showing a different side of the sport,” Prazer said.

She added that F1 wanted to build on that response by creating “an incredible spectacle” for fans at the British Grand Prix and those watching globally, highlighting the mix of innovation, creativity and entertainment.

Julia Goldin, chief product and marketing officer of the Lego Group, said the response from Miami made a follow-up inevitable.

“Fans and drivers alike asked – so now we are delivering,” Goldin said. “We wanted to go even bigger than last year and ensure we continue to surprise and delight our fans. We can’t wait to see what the drivers do when they get these minicars on track.”