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London, UK (23 June, 2026): The worlds of Disney and Formula 1® come together in spectacular fashion at this year’s British Grand Prix, combining show-stopping entertainment and unforgettable character experiences with new product launches and activations across Silverstone and London, marking the European debut of Disney x Formula 1® “Fuel the Magic” campaign.
Anchored in Disney’s best-in-class consumer products business, the Silverstone takeover experience brings fans a first-of-its-kind moment in the UK, where limited edition retail, industry-leading live performances and iconic storytelling come together with one of sport’s most celebrated weekends.
“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,” says Claire Terry, Senior Vice President Disney Consumer Products, EMEA.
This latest instalment builds on the existing momentum of the Disney x Formula 1® “Fuel the Magic” campaign, which has seen global excitement 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 checkered flag for the F1 ACADEMY ™ race for the Canadian Grand Prix. Fans across the UK will be invited to engage with Disney storytelling like never before, both at the track and across the capital - through a series of immersive experiences, industry-leading live performances and retail activations.
NEW DISNEY x F1 PRODUCTS: NEW LAUNCHES
At the heart of Disney’s presence is a seven-piece must-have collection of Disney x F1 products debuting specifically for the British Grand Prix. Fans at the race can shop the collection at the trackside fanzone, as well as the F1 Hub on Oxford Street and fanatics.co.uk (available now). Also on sale, is the new Disney x F1 ACADEMY ™ range launched for Silverstone.
Additional product highlights include Disney x Formula 1® t-shirts, caps and a Mickey plush exclusive to Disney Store, plus a selection of collectible pins.
MAGIC AT THE TRACK: DISNEY TAKES CENTRE STAGE WITH LIVE ENTERTAINMENT
Across the Silverstone circuit, iconic Disney characters and entertainment will bring moments of joy, surprise and spectacle to race weekend. In a first for the circuit, Disney Theatre Group will bring the energy and scale of the West End to Silverstone, with special performances from The Lion King and Hercules; whilst Mickey Mouse and Minnie Mouse will make surprise appearances throughout the weekend, creating unmissable shareable moments that connect fans with Disney’s most beloved characters in an entirely new setting.
IMMERSIVE TRACKSIDE EXPERIENCES
Retail activations will appear both in the trackside fanzone and the Paddock Club, featuring the new apparel and accessories, plus a Disney x Formula 1® photobooth so race-goers can take home a personalised photo souvenir.
CITY-WIDE RETAIL TAKEOVER
Beyond the track, Disney will extend the excitement into London with a series of brand activations, including store and transport takeovers. The flagship Disney Store on Oxford Street will transform with a dedicated takeover and new products.
UNIQLO will activate across four London locations, stocking the Disney x Formula 1® collection, marking the first time the six-piece collection has been stocked within a UK store. In addition, visitors to the UNIQLO 311 Oxford Street flagship will be able to experience additional activations to capture the excitement of race festivities, beginning from the British Grand Prix race weekend.
Across the capital, high-impact placements including bespoke black cabs, an Oxford Street presence and inclusion in the F1 Hub on Oxford Street, London will ensure the Disney x F1 campaign is unmissable, driving momentum from awareness to store.
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Media contacts: Jade Berry, PR Manager - jade.berry@disney.com / 0044 7710 019606
About The Disney Consumer Products:
Disney Consumer Products (DCP) is the division of Disney Experiences that brings beloved brands and franchises into the daily lives of families and fans through products – from toys to t-shirts, apps, books, console games and more – and experiences that can be found around the world, including on the Disney Store e-commerce platform and at Disney Parks, local and international retailers, as well as Disney Store locations globally. The business is home to world-class teams of product, licensing and retail experts, artists and storytellers, and technologists who inspire imaginations around the world.
About Formula 1®:
Formula 1® racing began in 1950 and is the world's most prestigious motor racing competition, as well as the world's most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.