Disney and Formula 1 'Fuel the Magic' in Shanghai

During the fierce Formula 1 racing competition in Shanghai over the weekend, racegoers were surprised to find Disney's Mickey and Minnie also in attendance, with the duo appearing as part of the "Fuel the Magic" collaboration — blending storytelling, racing culture and immersive fan experiences.

Mickey and Minnie Mouse appear on stage at the Formula 1 Chinese Grand Prix in Shanghai, March 13, 2026. [Photo courtesy of The Walt Disney Company]

"Many people have asked — often with surprise — why Disney and Formula 1? The answer is simple: Love for our fans and our shared ability to connect across global cultures and generations at the scale of Disney and F1," said Kermid Rahman, senior vice president and general manager for Disney consumer products in Asia Pacific. 

Disney's consumer products business anchors a $62 billion global retail ecosystem, inclusive of the world's largest licensing operation, spanning more than 100 product categories across 180 countries.

In China alone, Formula 1 has attracted more new fans than any other country, with a fan base of more than 220 million — over 40% of them being Gen Z or even younger. "This isn't just a race anymore; it's a cultural moment," Rahman noted. "It's how we connect with the next generation."

Race cars compete during the Formula 1 Chinese Grand Prix at Shanghai International Circuit in Shanghai, March 15, 2026. Mercedes' Kimi Antonelli claimed his maiden F1 victory with a pole-to-flag win at the Chinese Grand Prix. [Photo/Xinhua]

Ahead of the Australian Grand Prix, Disney and F1 launched an original vertical comic on Webtoon, "Mickey x Formula 1: Racing to the Top!," running exclusively throughout the 2026 F1 season. Before the Shanghai race, a Disney-inspired F1 car debuted at Tomorrowland in Shanghai Disney Resort — Shanghai being the only city with both a Disney resort and an F1 circuit, as Rahman pointed out. For this year's Chinese Grand Prix, an exclusive bundle ticket was introduced, with nearly 2,000 selling out in just 20 minutes.

Alex Lin, vice president and general manager for Disney consumer products in Greater China and Korea, also shared the new product lineup, created with F1 and regional partners including Gentle Monster, Uniqlo and Miniso. To celebrate the launch, Gentle Monster unveiled immersive pop-up experiences in Shanghai, where a monumental Disney's Mickey Mouse sculpture stands alongside a Formula 1 car, designed as real-world storytelling spaces. 

From left to right: Kermid Rahman, senior vice president and general manager for Disney Consumer Products in Asia Pacific; Stefano Domenicali, president and CEO of Formula 1; and Andrew Bolstein, president and general manager of Shanghai Disney Resort, pose flanked by Mickey and Minnie Mouse alongside a Disney-inspired F1 show car at Shanghai Disney Resort, March 12, 2026. [Photo courtesy of The Walt Disney Company]

With these new products — from stylish sunglasses and apparel to accessories, collectibles and plush toys that capture Mickey's expressive dynamism and the raw energy and precision of F1 — the energy of "Fuel the Magic" reached beyond the circuit and into everyday life.

"When we discuss product development for the Fuel the Magic campaign, this is not about simply placing Mickey into the F1 world as a superfan. It's about reimagining Mickey and Friends through the lens of motion, velocity and modern culture," Lin said. "We are very excited about what we've launched — and even more excited about what's ahead."

At the same time as the Formula 1 Chinese Grand Prix, Tasia Filippatos, president of Disney Consumer Products, announced at the South by Southwest Conference in Austin, Texas, that Minnie Mouse and Daisy Duck will soon be front and center of the Disney x Formula 1 Academy collaboration this spring. They will appear in exclusive merchandise, on-site character experiences and original content.

"Our collaboration with Formula 1 sparked a cultural moment with fans worldwide, and expanding into F1 Academy opens an exciting new chapter in that story," Filippatos said. "With Minnie Mouse and Daisy Duck leading the way, we're celebrating confidence, friendship and individuality while connecting Disney storytelling with a sport empowering the next generation of female athletes."

Susie Wolff (center), managing director of F1 Academy, poses with F1 Academy drivers, Minnie Mouse and Daisy Duck at the 2026 F1 Academy round in Shanghai, March 13, 2026. [Photo courtesy of The Walt Disney Company]

Emily Prazer, chief commercial officer of Formula 1, stated: "Disney is a global storytelling powerhouse that unites young and old generations alike, while celebrating individuality. It's therefore a natural step as part of our collaboration for it to support F1 Academy, a series that champions women, encourages them to get involved in our sport and ultimately thrive. It marks another momentous step in how we continue to build impactful integrations that not only deliver enormous fan engagement, but underline the values of our wider sport."

The announcement marks Disney's continued investment in sports culture and youth fandom, extending the momentum of its multi-year relationship with Formula 1 into a platform dedicated to shaping the future of the sport. 

The "Fuel the Magic" collaboration new product lineup is displayed at the Fuel the Magic pop-up store at the trackside in Shanghai, March 13, 2026. [Photo courtesy of The Walt Disney Company]

The "Fuel the Magic" collaboration, which first launched at the 2025 Las Vegas Grand Prix with Mickey Mouse's takeover of the Fountains of Bellagio, blends Disney storytelling, racing culture and exclusive merchandise into immersive fan experiences at Grand Prix weekends worldwide and is designed to engage the sport's rapidly growing and diversifying fan base of 827 million.

"Sports have always brought people together," Kermid Rahman emphasized. "And at the intersection of Disney storytelling and the electrifying world of F1, we see incredible potential to inspire new fandom, create unforgettable moments and shape what comes next."