The worlds of Disney and Formula 1 are coming together at this year’s Formula 1 British Grand Prix
Disney has announced an activation for this year's Formula 1 Pirelli British Grand Prix, marking the European debut of the Disney x Formula 1 Fuel the Magic campaign.
“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 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, both at the track and across the capital - through a series of immersive experiences, live performances and retail activations.
Key here is seven-piece 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. 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.
Across the Silverstone circuit, Disney characters and entertainment will feature across race weekend. In a first for the circuit, Disney Theatre Group will bring 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.
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. Beyond the track, Disney will hit London with a series of brand activations, including store and transport takeovers. The flagship Disney Store on Oxford Street will feature 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, beginning from the British Grand Prix race weekend. Across the capital, placements will include bespoke black cabs, an Oxford Street presence and inclusion in the F1 Hub on Oxford Street, London.
2026 RTIH Innovation Awards
Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
