Formula 1 and The Walt Disney Company have revealed plans to continue their multi-year Fuel the Magic collaboration throughout the 2026 racing season. This renewed alliance aims to merge Disney’s iconic storytelling with the exhilarating world of Formula 1 racing, enhancing fan experiences at events worldwide.
Following the high-profile launch at the 2025 Las Vegas Grand Prix, where Mickey Mouse made a memorable appearance at the Bellagio fountains, the partnership is set to bring exclusive merchandise, engaging digital content, and immersive activations to Grand Prix locations across the globe.
Launching the 2026 Campaign with Exciting Race Weekend Initiatives
The 2026 collaboration season begins at the Qatar Airways Australian Grand Prix from March 6 to 8 with a special series of racing-themed content. Shortly afterward, it intensifies at the Chinese Grand Prix on March 13 to 15, continuing with various activations throughout the 24-race calendar. These efforts aim to connect with Formula 1’s expanding audience, which now boasts over 827 million fans globally, including many younger and more diverse viewers.
A New Digital Experience Through WEBTOON Comics
A major highlight of this expanded partnership is the debut of
Mickey X Formula 1: Racing to the Top!
—an original vertical comic series co-created with WEBTOON. Premiering on March 6 via WEBTOON’s international platform, the story follows Mickey Mouse, Minnie Mouse, Donald Duck, and Goofy as they join forces to save a struggling racing team. The narrative focuses on teamwork and perseverance amid intense competition.
Episodes will be released regularly during the racing season, aligning with Grand Prix weekends to keep fans captivated between events. This initiative blends Disney’s creative magic with the high-speed drama of Formula 1, appealing to motorsport enthusiasts and comic readers alike.
Exclusive Merchandise and Pop-Up Shops for Fans
Supporters will have access to the Fuel the Magic collection featuring Mickey & Friends dressed in Formula 1-themed apparel. Starting at the Chinese Grand Prix, fanzones at select races will offer location-specific products along with the core Disney x F1 lineup. Fans can shop these items at prominent event sites like the F1 Hub and Grand Prix Plaza, as well as through online outlets including F1.com and the Amazon F1 storefront in the U.S.
Key merchandise highlights include:
- Disney Store Exclusive Mickey Mouse Plush: A collectible plush of Mickey sporting a full F1 racing suit, initially launched in Australia with a global release scheduled later in 2026.
- Gentle Monster 2026 Circuit Collection: An eyewear collaboration featuring eight Formula 1-inspired designs, including three exclusive styles adorned with Mickey & Friends motifs. Seoul and Shanghai pop-ups will showcase both a Mickey Mouse sculpture and a Formula 1 car.
- Uniqlo Apparel Line: An expanded range of clothing and accessories blending casual fashion with racing influences, including collectible items and plush toys.
These merchandise efforts reinforce the campaign’s goal of creating authentic, race-specific experiences that resonate deeply with fans both at the track and beyond.
Perspectives from Disney and Formula 1 Leaders
Tasia Filippatos, President of Disney Consumer Products, emphasized the campaign’s growth, stating:
Formula 1 and Disney sparked a cultural moment felt worldwide – and it was only the beginning. This year is about turning that moment into a season-long story. A new digital chapter with WEBTOON gives fans a reason to stay connected between race weekends, brought to life through product and standout moments that feel authentic to each stop on the calendar.
Emily Prazer, Chief Commercial Officer of Formula 1, added:
The continuation of our ‘Fuel the Magic’ campaign with Disney is far greater than just a sports partnership, but one that leverages both Formula 1 and Disney’s power of immersive cultural storytelling and engaging entertainment. From unique product launches to fan experiences, digital content and WEBTOON integration, we’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other.
Anticipating a Dynamic 2026 Season Shaped by Innovation
The 2026 Formula 1 season promises fresh excitement with updated technical regulations, new drivers, teams, and venues. Against this backdrop, the continued collaboration with Disney offers fans an enriched entertainment dimension. Through on-site activations, digital storytelling, and exclusive merchandise, Fuel the Magic aims to deepen fan engagement and broaden F1’s appeal worldwide.
Motorsport fans can look forward to celebrating the new season by collecting limited-edition items or following Mickey Mouse’s fictional racing adventures via WEBTOON, making every race weekend an opportunity for surprise activities and unique experiences. As the partnership accelerates forward, Disney and Formula 1 remain committed to blending speed and storytelling, captivating audiences globally.
