LEGO brings 1:1 Ferrari F1 replica to HK streets

In celebration of the recent collaboration with Formula 1 (F1), LEGO has introduced a 1:1 scale replica of a Ferrari F1 car to race across Hong Kong streets.

Also known as “Catch me if you can”, the campaign invites local LEGO fans and racing enthusiasts to check out the giant sports car at various locations around the city from 4 March until 7 March, including Kwun Tong, Causeway Bay, Wan Chai, Olympic and Kwai Fong.  

Managed by Andy Hung, LEGO certified professional, the giant car uses more than 200,000 LEGO particles and took more than 336 hours to design and about 1,300 hours to build. It interprets the car’s characteristic details, functions and technologies in the most realistic way. 

The model thoughtfully replicates the race car details, such as the steering system, gearbox, V6 engine, rear spoiler and prints on the tires, showcasing exceptional craftsmanship. 

Customers can get a chance to redeem a LEGO box set of the latest F1 racing car when they take a photo of the 1:1 giant LEGO Ferrari sports car model running through the streets of Hong Kong and upload it to personal social platforms such as Facebook and Instagram. 

In a conversation with MARKETING-INTERACTIVE, Ivan Zeng, general manager of LEGO Hong Kong, Taiwan and Macau, said, "We are super excited to bring our partnership with Formula 1 to children, families and adults fans in Hong Kong in a big way. Through the life-size LEGO F1 Ferrari car and our overall campaign, we hope to deliver the coolness and drive talkability of this amazing brand partnership and the LEGO-Formula 1 products."

"This initiative truly demonstrates how LEGO bricks can empower kids and fans to build and rebuild anything they imagine. We have transformed the streets of Hong Kong into race circuits with the life-size LEGO F1 Ferrari car tour and with the ‘Catch Me If You Can’ campaign, we invite people in Hong Kong to look out for this stunning car at various locations share their excitement in their social media and participate in the campaign," he added.

Starting from 14 March, a huge LEGO-Formula 1 event will be launched at Airside, Kai Tak with many fun activities that will truly engage children, families and fans on the speed and magic of LEGO-Formula 1 partnership.

This comes following the recent partnership between Formula 1 and The LEGO Group, which will see the launch of F1-inspired LEGO products for builders of all ages. The range will include LEGO DUPLO sets for pre-school children alongside brick sets for both children and adult builders.

Launching in 2025, the world of Formula 1 will come alive in LEGO brick form through an exciting new product range that will feature the F1 teams, as well as engaging content for fans and families across LEGO Group digital platforms and a strong presence at Formula 1 events, with fun fan zone activations throughout the season.

Activity to come in 2025 will also include a focus on bringing fans closer to the world of innovation, technology and engineering through the fun of LEGO building, with in-person activities at races, and products that celebrate the sport’s engineering and technical heritage.

Don't miss: LEGO HK brings yellow Land Rover Defender to real life to promote new product

This is not the first time LEGO has launched a giant car replica to engage with the wider audience. Back in 2023, LEGO HK brought a limited-edition yellow Land Rover Defender to real life in celebration of the brand's newly launched Land Rover Classic Defender 90 box set. 

The exclusive LEGO yellow Land Rover Defender ran across Tsim Sha Tsui, Mong Kok and Causeway Bay to engage with LEGO fans and off-road vehicle lovers. With the tagline "Just like the real thing" on the body of the vehicle, it is described as the “Scottish LEGO store that is most difficult to reach in the world".

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