The partnership between Lego and Formula 1 continues too accelerate, moving beyond traditional branding exercises into ambitious experiential marketing activations. At the recent Las Vegas Grand Prix,the toy manufacturer unveiled a remarkable life-size replica – a drivable 1950s Cadillac Fleetwood Sixty Special built from over 418,000 Lego bricks and inspired by Elvis Presley’s iconic pink Cadillac [1]. The meticulously crafted vehicle, assembled at Lego’s Kladno factory, wasn’t merely for display.
The collaboration between Lego and Formula 1 has evolved beyond simple branding, with increasingly creative activations this year. The partnership showcases how brands are leveraging experiential marketing and the enduring appeal of physical building toys in the digital age.
Photo: Lego
During the recent Formula 1 Las Vegas Grand Prix, Lego unveiled a full-scale, drivable replica of a 1950s Cadillac Fleetwood Sixty Special. The impressive build was inspired by a pink version famously owned by Elvis Presley.
Constructed at Lego’s factory in Kladno, the pink Cadillac required a staggering 418,556 Lego bricks, including 123,426 in various shades of pink. The design process alone took approximately 2,000 hours, with an additional 2,000 hours dedicated to the actual build.
The over-five-meter-long vehicle, weighing around 2.1 tons, features functional headlights and turn signals, a detailed logo, retractable steps, and even an opening trunk with a spare tire.
Instead of a traditional V8 engine, the Lego Cadillac is powered by an electric motor producing approximately 17 kW (around 23 horsepower) and a top speed of roughly 15.5 mph. The vehicle rides on stylish wire-spoke wheels fitted with whitewall tires. Custom-made windshield and pink neon lighting inspired by the Las Vegas strip add to the unique design.
During the Las Vegas race weekend, the Lego Cadillac wasn’t just on display; it served as a “cool-down car,” transporting podium finishers after the race. Actor Terry Crews drove the vehicle, accompanied by drivers Max Verstappen, Lando Norris, and George Russell.
