Fiat Chrysler Automobiles (FCA) has had a good partnership over the past couple of years, with building block giant LEGO. You might remember, the LEGO Speed Champions set that featured a 1970 Dodge Charger R/T and a 2018 Dodge Challenger SRT Demon that we discussed several times and even gave one away to one of our readers. Well, it seems, that the LEGO brand has partnered with another FCA brand to create a new building kit and display for one of the company’s most iconic cars.
Last week, the LEGO and the FIAT brand presented a new “Fiat 500 LEGO Creator Expert” set in Turin, Italy. “In its long history, the Fiat 500 has passed the original material event to enter the collective imagination, becoming an international icon. This is also demonstrated by a recent exhibition at the Museum of Modern Art in New York – commented Cristiano Fiorio, Head of Brand Marketing Communication FCA EMEA Region. After all, we know that LEGO only chooses iconic products, and we know that the Fiat 500 is not only a car but an artistic and cultural phenomenon with a strong symbolic value, as well as a playful and colorful expression of Italianness in the world”.
The partnership between FIAT and LEGO is part of a larger project which sees the FCA group protagonist of exclusive collaborations, in the licensing field, with the aim of extending the visibility of its brands outside the automotive world, conveying the values of each brand. This is also demonstrated by the new Fiat 500 LEGO Creator Expert set which celebrates one of the most famous Made in Italy symbols in the world, as well as paying tribute to the legendary “Dolce Vita”.
Inspired by the legendary Fiat 500F of the late 1960s, in fact, the new set offers a model of 960 pieces, complete with a working sunroof, detailed interiors, luggage racks with spare wheel, luggage rack on the back and an opening hood to inspect the engine once finished construction. In addition, the set includes a folding easel, a palette and a painting of the car against the backdrop of the Colosseum in Rome.
The official presentation of the new Fiat 500 LEGO Creator Expert set took place at the Spazio MRF-Mirafiori in Turin where a life-size model of the FIAT icon made with 189,032 LEGO bricks was exhibited requiring 830 hours of work. After the event, a fleet of over 50 vintage Fiat 500s escorted the first Fiat 500 LEGO Creator Expert to the LEGO Store in Turin, in the central via Roma. Available now on the official website LEGO.com and LEGO Store.