Formula One has announced a multi-year partnership with the award-winning future culture company Mighty Jaxx which will enable the sport to develop phygital driver collectibles.
Founded in 2012, Mighty Jaxx, designs and manufactures tech-enabled collectibles and lifestyle products in partnership with the greatest talents in the world as well as global brands such as Hasbro, Sesame Street, Toei Animation, Cartoon Network, Nickelodeon, Warner Brothers, DC Comics, Looney Tunes and more, shipping to over 60 countries worldwide, and approx. 4 million tech-enabled collectibles in 2021.
The partnership will see the YARMS Studio design the Formula 1 2021 Mighty AllStars Collection which will feature the current grid of drivers, with each tech-enabled collectible unlocking digitally-enabled experiences. Fans will also be able to look forward to getting their hands on Premium Edition collectibles designed in metal, as well as ‘Champion’ and ‘Life Size’ editions of the top three drivers towards the conclusion of the season.
The initiative will also include a special form of fan engagament as the sport intends to engage the new generations of fans. In the BE FIRST campaign, fans and collectors alike can play and engage during the F1 season, making correct race predictions to move up the global leader board. Fans who purchase the driver collectibles will also be able to score more points for each new collectible they authenticate on the Mighty Jaxx app. At the end of the campaign, the top three players on the leader board will win exclusive signed F1 memorabilia, courtesy of Mighty Jaxx.
"We’re very excited to be partnering with Mighty Jaxx to bring fans their favourite drivers in the form of these modern collectibles," said Ben Pincus, director of commercial partnerships at Formula One.
"It is the first time we have entered the phygital space and we’re looking forward to working with the team at Mighty Jaxx to see just how we can bring this innovative prospect to life."
Jackson Aw, Founder and CEO, Mighty Jaxx: “This is the first time Formula 1 has appointed a globally exclusive licensing partner to curate a global fan experience campaign in this unique way, simultaneously across all 10 teams and 20 drivers. We share a common vision with Formula 1 of building a platform to better deliver uniquely personalised experiences through our phygital collectibles to the fans and we can’t wait to introduce this new collecting experience to F1 fans around the world.
“Whether you’re a fan of teams like Ferrari, Mercedes, Red Bull or McLaren or are simply a fan of a particular driver, the Formula 1 community will have the opportunity to show support from the 2020-21 season, and for upcoming seasons, their favourite moments all in one collection. Our collective vision is to create a fun, phygital collecting experience that appeals to all fans regardless of whether they are diehard or casual Formula 1 fans and we can’t wait to introduce this to the world,” Aw concluded.