Disney and Formula 1 are bringing their “Fuel the Magic” campaign to the UK for the first time with a major retail and entertainment takeover around this year’s British Grand Prix.
The partnership will see Disney launch new limited-edition products, live performances, character experiences and retail activations across Silverstone and London.
The campaign marks the European debut of Disney x Formula 1, bringing together Disney’s consumer products business with one of the biggest weekends in the UK sporting calendar.
The Silverstone takeover will include exclusive Disney x F1 merchandise, theatre performances and immersive fan experiences, as the entertainment giant looks to build cultural momentum around the partnership.
Disney Consumer Products EMEA senior vice president Claire Terry said: “The British Grand Prix is widely considered the home of motor racing.
“It’s another great milestone in our exciting partnership and our iconic characters will contribute to its legendary history.
“This weekend is a continuation of our commitment to creating cultural moments and growing brand relevancy.”
The activation follows a string of global Disney x Formula 1 moments, including Mickey Mouse conducting the Fountains of Bellagio at the Las Vegas Grand Prix, a Formula 1 car installation in Tomorrowland at Shanghai Disneyland for the Chinese Grand Prix, and Minnie Mouse waving the chequered flag for the F1 Academy race at the Canadian Grand Prix.
At Silverstone, Disney will launch a seven-piece Disney x F1 collection created for the British Grand Prix. Fans will be able to shop the range at the trackside fanzone, the F1 Hub on Oxford Street and through Fanatics.
A new Disney x F1 Academy range will also launch for Silverstone, while additional products will include T-shirts, caps, collectible pins and a Mickey plush exclusive to Disney Store.
Disney will also bring live entertainment to the circuit, with Disney Theatre Group staging performances from The Lion King and Hercules.
Mickey Mouse and Minnie Mouse will make surprise appearances throughout the weekend, creating shareable moments for fans across the race site.
Retail activations will run in the trackside fanzone and Paddock Club, where fans will be able to shop the new apparel and accessories. A Disney x Formula 1 photobooth will also allow racegoers to take home personalised photo souvenirs.
The campaign will extend beyond Silverstone into London with a wider retail and brand takeover.
Disney’s Oxford Street flagship store will feature a dedicated Disney x F1 installation and new product launches.
Uniqlo will also stock the Disney x Formula 1 collection across four London stores, marking the first time the six-piece range has been available in a UK store.
Its 311 Oxford Street flagship will host additional activations during the British Grand Prix weekend, designed to capture the atmosphere of the race and drive footfall around the collection.
The campaign will also appear across the capital through branded black cabs, Oxford Street placements and activity within the F1 Hub.
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