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Thrive PR+ Communications

When Formula 1 roared back in Melbourne after a two-year break, LEGO saw the perfect opportunity to celebrate its product partnership with McLaren by building the world’s first life-sized LEGO F1 car.

To unveil the car – made out of 288,000 pieces – we tapped McLaren driver and F1 legend Daniel Ricciardo and took over the McLaren garage and pit stop area on day one of the Australian F1 Grand Prix

The campaign saw hundreds of media stories roll out across the world, a product that sold out Australia-wide in less than a week and thousands of delighted LEGO and Formula 1 fans – who also got the chance to sit inside this first ever LEGO vehicle. Brickman even took to the main stage to talk STEM to kids thirsty to learn about LEGO and engineering principles.


The first ever life-sized LEGO F1 car

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