The LEGO Agency China’s “Build The Thrill” reimagined fan apparel and accessories in anticipation for March’s F1 Chinese Grand Prix

In anticipation for the F1 Chinese Grand Prix, The LEGO Agency China recently launched “Build The Thrill,” a one-of-a-kind collection of race-watching gear designed in collaboration with AFOLs (Adult Fans of LEGO). While most brands create gear for drivers and teams, LEGO is bringing the excitement and creativity to the fans.

This innovative series merges the adrenaline of Formula 1 with LEGO’s signature playfulness, reimagining fan apparel and accessories like never before. The lineup features the Speed Champions Ita-Bag, Technic Backpack, Lap Cap, Starting Light Goggles, V6 Engine Block Headset, and Steering Wheel Phone Case – each creatively engineered from LEGO’s racing sets. Iconic elements from McLaren, Red Bull, and Ferrari have been deconstructed and rebuilt into wearable designs, adding a whole new dimension to race-day fashion.

But this collection isn’t just about bold looks – it’s interactive, too. The Starting Light Goggles illuminate sequentially as you twist the LEGO tires on the frame. The Technic Backpack lets you rotate race car tires and activate indicator lights at the push of a button. Meanwhile, the V6 Engine Block Headset brings an automotive edge to audio gear, with pistons that move in sync as you turn its LEGO gears.

Whether you’re trackside or watching from home, Build The Thrill ensures you’ll be racing in style—brick by brick.

The campaign was released just before the F1 speed into Shanghai on Sunday, March 23.