Disney is joining beauty and luxury players, such as Louis Vuitton and Charlotte Tilbury, by partnering with Formula 1 on a collaboration dubbed “Fuel the Magic,” which kicks off this year during its races in Australia and China.
The multiyear partnership, which blends storytelling, racing culture, and immersive fan experience, builds off of the momentum from the Las Vegas Grand Prix in November 2025, and will be kicked off at the Australian Grand Prix in early March before heading to Shanghai in mid-March, with more races planned throughout the 2026 race season.
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“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,” said Tasia Filippatos, president of Disney Consumer Products.
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With an assortment that includes apparel, accessories, collectibles and plush, the collaboration will be launched at “fanzone” pop-ups on site, at the F1 Hub and Grand Prix Plaza, as well as online at F1.com.
To better connect with its Chinese customers, the collaboration enlisted the popular eyewear company Gentle Monster and Uniqlo on new collections.
Dubbed 2026 Circuit Collection, the Gentle Monster collection features eight styles made with lightweight, durable materials. Three designs were inspired by the Disney and Formula 1 collaboration.
To tease the collection, Felix of the K-pop group Stray Kids was seen sporting several styles from the collection, styled with Mickey Mouse Ear racing helmet.
The launch will feature pop-ups in Seoul and Shanghai, where a monumental Mickey Mouse sculpture will stand next to a Formula 1 car.
In addition, Webtoon, the South Korean comic platform that struck a deal with Disney in January, will launch an original vertical comics series “Mickey X Formula 1 Racing to the Top!” which features Disney star characters such as Mickey Mouse, Minnie Mouse, Donald Duck and Goofy.
Set to launch on March 6 during the Formula 1 Australian Grand Prix, new episodes will continue to drop each race weekend throughout the season.
“We’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other,” noted Emily Prazer, chief commercial officer of Formula 1.