These new pictures show the Queen front man as you've never seen him before, from his early life growing up with his loving family.
The pictures are among a series of photographs, some never released, to be included in a vinyl box set of Queen hits to celebrate the band, The Mirror reported.
They include a shot of Freddie as baby Farrokh Bulsara with his mother Jer Bulsara, when he was born in Zanzibar in 1946.
Another photo shows him sitting in front of a trophy in a smart blazer, looking a long way away from the flamboyant rock star known for his exotic dress sense.
The cup for was for 'Best Achiever' at his boarding school, St Peter’s in Panchgani, India, the paper reported.
In 2012, his mother Jer Bulsara revealed 'Freddie kept a strict division between his work and his home all his life.'
'If I ever asked he would say, 'Mum that is business, and this is family.' He was kind and very respectful both to myself and his father,' she told The Daily Telegraph.
Mercury died aged 45 in 1991 of AIDS-related pneumonia. His 70th birthday would have been today.