McLaren & Lego Join Forces to Unveil the First-Ever LEGO Model of the McLaren P1
The LEGO Technic design team created the model in collaboration with McLaren Automotive. Both teams were focused on implementing cutting-edge functionality in the model, as a tribute to both the real P1™ and the engineering excellence that McLaren is known for.
The history of marketing and advertising has witnessed some exceptional brand collaborations, which have significantly impacted brand value, brand love, and brand loyalty. Research suggests that effective co-branding strategies result in heightened brand cognition and a positive brand image among consumers, particularly when the partnering brands exhibit a natural synergy.
Entrepreneur and Founder of Markettcom, a leading licensing agency in the Middle East, Amed Bittar, emphasizes the importance of strategic partnerships in helping brands and advertisers expand their reach within the region. "In the Middle East, driving strategic partnerships can open new avenues for brand growth and consumer engagement," says Bittar.
The good old partnership between Nike and Apple revolutionized the fitness tech industry with the Nike+iPod product line. Also, BMW and Louis Vuitton -blending luxury automotive and fashion to create bespoke travel accessories. It's fair to say strategic co-branding can prove to be a successful approach to achieving brand success.
In the latest news, British supercar maker, McLaren Automotive and the LEGO Group today unveil their latest collaboration paying tribute to the world’s most pioneering hybrid hypercar, with the introduction of the LEGO® Technic™ McLaren P1™.
Created to become ‘the best driver’s car in the world on both road and track’, the design and technical specifications of the McLaren P1™ served as the foundation to deliver on this ambition. The remarkable hypercar is recognized as a landmark both for McLaren and the development of high-performance hybrid vehicles.
The engineering and technology underpinning the performance, style, and functional design of the McLaren P1™, made the perfect challenge for the LEGO Technic team to replicate in 1:8 scale.
Unveiled as part of the LEGO Technic Ultimate Car Concept Series, the all-new 1:8 scale LEGO Technic version consists of 3,893 elements and each car features a unique serial number which unlocks special behind-the-scenes content. The model has a 7-speed gearbox with 2 shifter drums, suspension, a V8 piston engine, an adjustable rear wing, and opening dihedral doors with advanced mechanisms – all guaranteeing an immersive building experience from start to finish that is authentic to the real McLaren P1™.
The model was created by the LEGO Technic design team in collaboration with McLaren Automotive. Both teams were focused on implementing cutting-edge functionality in the model, as a tribute to both the real P1™ and the engineering excellence that McLaren is known for.
Commenting on the product launch, Tobias Sühlmann Chief Design Officer, McLaren Automotive, “It’s amazing to see so many of the elements from the original P1 brought to life by the LEGO team for the LEGO Technic McLaren P1™. I hope this collaboration inspires the next generation of designers and engineers to push the boundaries of automotive innovation.”
“From the exterior with aerodynamic shapes to the interior and V8 piston engine - the real McLaren P1™ is an incredible car. We wanted to capture these details in the best way possible with our LEGO Technic model and we did not want to compromise in any way," added Kasper Rene Hansen, Designer, LEGO Group. “Therefore, we worked on multiple variations of the car to test different designs. We also faced a huge challenge with the iconic butterfly doors because they needed a new mechanism to stay open. It was a great experience to recreate the McLaren P1™ and I’m hoping all supercar enthusiasts out there are ready to explore the details and intricacies of the real McLaren P1™ in LEGO Technic form,” he concluded.
