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US: LEGO announce World of Creativity tour

LEGO Group has announced an interactive experience tour that will be hitting the US in the form of the LEGO World of Creativity Tour.

Featuring new interactive building activities, as well as proven family-favorite experiences, LEGO World of Creativity is designed for the families to explore the world through imagination and creativity. The show will offer a variety of build and play experiences available in hands-on building zones, such as The Big City, where they can build custom LEGO vehicles and test them down race ramps, The Ocean, where they are invited to build sand castles on a LEGO brick beach, and Outer Space, where customized LEGO creations are put to the gravity test. Other building activities, games and challenges will round out each stop.

"We can’t wait to be back on the road to bring a brand new LEGO building experience to families," said Vince Rubino, senior manager, event marketing for LEGO Systems. "We know how much families enjoy the time they spend together at our brand-in-hand events. The LEGO World of Creativity tour combines some of the most popular official LEGO event experiences with a new slate of interactive activities centred on open-ended creative building that are sure to surprise and delight kids and adults alike."

"We are thrilled to collaborate with LEGO Systems on the LEGO World of Creativity tour and we’re excited to bring the classic LEGO brick building experience to families across the country," added Eddie Newquist, EVP and chief creative officer for global events company, GES. "With GES’ long history of connecting brands with the families who love them, we are sure that the LEGO World of Creativity tour will be a wonderful addition to the roster of official LEGO experiences." 

Seven sessions – each three hours in length – will be held at each tour stop over three days.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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