Disney shifts into high gear with new F1 collabs and trackside activations

Disney is expanding its multi-year “Fuel the magic” collaboration with Formula 1, introducing new merchandise collections, retail partnerships and character appearances across the 2026 race season.

The latest wave builds on the broader campaign announced earlier this year, which blends racing culture with Disney storytelling through content, products and trackside fan experiences. The initiative launched ahead of the 2026 Formula 1 season and aims to deepen fan engagement through fashion, collectibles and digital content tied to Grand Prix weekends.

As part of the update, Mickey Mouse and Minnie Mouse will debut new Formula 1-inspired outfits at select races, positioning the characters as race-day superfans as the campaign expands across the global race calendar.

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A first-ever global Disney x Formula 1 apparel collection is also set to launch on 12 March. Designed by the Disney creative team and led by global creative director Bobby Kim, the core collection features ten streetwear-inspired silhouettes including graphic race tees, tailored outerwear, patchwork sweatshirts and structured five-panel caps.

The designs reinterpret Formula 1 racing iconography through the lens of Mickey & Friends, blending motorsport culture with contemporary fashion. The collection will launch globally on F1.com, as well as trackside at select Formula 1 races and at the Formula 1 Grand Prix Plaza.

Beginning with the Formula 1 Chinese Grand Prix, the campaign will also introduce host city-inspired capsule collections across select races during the season. These limited-edition drops will translate each Grand Prix’s local culture into race-themed apparel and accessories, with select pieces debuting on-site at the Paddock Club, Fan Zone and F1 Hub stores before rolling out online while supplies last.

The partnership is also expanding its retail footprint through collaborations with global lifestyle brands. Disney and Formula 1 have teamed up with Miniso on a collectible-driven capsule spanning more than 30 products, including blind-box vinyl figures, plush toys, caps, socks, drinkware and tech accessories.

The assortment draws on motorsport motifs such as helmet iconography, checkered patterns and the sport’s signature red-and-black colour palette, translating the energy of the track into everyday lifestyle products.

Streetwear retailer Culture Kings has also launched a Disney x Formula 1 merchandise drop spanning tees and hoodies. The first release is currently available in Australia at Culture Kings’ Melbourne Central and Chadstone stores, with a global online rollout planned in the coming weeks. Additional designs are expected to launch throughout the year in line with the Formula 1 race calendar.

The latest product and retail collaborations build on the wider “Fuel the magic” campaign ecosystem, which also includes a racing-themed WEBTOON comic series, Gentle Monster’s “Circuit collection” eyewear collaboration, Uniqlo capsule collections and Disney Store exclusives rolling out across the 2026 season.

The Disney-Formula 1 partnership was first announced in 2025, with both brands unveiling plans to bring Mickey Mouse and friends into the world of motorsport beginning in the 2026 season. The collaboration aims to fuse Formula 1’s global racing platform with Disney’s storytelling through fan experiences, content and merchandise targeted at younger audiences.

The move comes as Formula 1 continues to see strong traction among younger fans. According to the brand, more than four million children aged eight to 12 across the EU and US actively follow Formula 1, while 54% of its TikTok audience and 40% of its Instagram followers are under the age of 25.

At the time of the announcement, Emily Prazer, chief commercial officer at Formula 1, said the collaboration aligns with the sport’s strategy to expand beyond traditional sports audiences and into broader consumer culture.

In tandem, Tasia Filippatos, consumer products president at Disney said the collaboration with Formula 1 offers a unique opportunity to bring two powerhouse entertainment properties together to create products that fans will love.

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