Last night a select few were invited to the Leicester Square LEGO® store for a festive event. Various celebs such as little Alex Horne and Joe Swash plus a small number of LEGO fans were welcomed to the flagship store to help launch the LEGO Group’s Christmas campaign. As well as being able to enjoy the new in-store Christmas display zone, the LEGO Snow Throw was also unveiled. Visitors to the London store can face off against visitors to the Fifth Avenue LEGO store in a transatlantic Snow Throw. During the event, visitors could also build a LEGO heart for this year’s #BuildToGive event. For each creation shared, the LEGO Group will donate a set of bricks to a child in need through charity partners including Save the Children and Fairy Bricks. Thanks to LEGO UK and Mischief for inviting BricksFanz and big thanks to Robin for popping along on my behalf.
Celebs and their families attend the LEGO® Group x Save the Children’s festive launch event at the world’s biggest LEGO store, plus try out the world’s first trans-Atlantic Snow Throw.
Millie Mackintosh, Kimberley Walsh, Joe Swash, Laura Kenny, Roxy Horner, Chyna Mills and Neil Jones and their families were amongst the guests who attended the LEGO Group’s Christmas launch event tonight, in partnership with Save the Children, which also featured the world’s first transatlantic Snow Throw.
The big LEGO Snow Throw is a digital game which sees LEGO Store shoppers in New York and London playfully going head-to-head to see which city can throw the most digitized LEGO snowballs via an interactive screen in the store windows. A live leaderboard also tracks how many snowballs each city has successfully thrown. Millie Mackintosh and her family officially threw the first London snowballs today at the LEGO Leicester Square store.
Other guests who got into the festive spirit at the LEGO Store included Scott Mills, Rob Beckett, Greg Rutherford and Alex Horne.
Attendees and their loved ones also got the opportunity to make their very own LEGO Minifigures, whilst listening to Christmas tunes sung by London pop-choir, Some Voices.
Guests also took part in the LEGO Group’s annual Build to Give initiative – where LEGO fans from anywhere in the world can build a heart from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set of bricks to a child in need through charity partners including Save the Children. This year’s ambition is to donate more than two million sets worldwide.
A trip to the LEGO store is a must-do family festive outing this holiday season. Beyond having something for every gift-giving need and interest, the stores are packed with memory-making family experiences. LEGO.com and LEGO stores have the widest range of LEGO gifts and exclusive items that you won’t find anywhere else this holiday season.
To find your nearest LEGO store, visit https://www.lego.com/stores