LEGO launches its first experiential pop-up retail and activity tour of the UK

The LEGO Group is hitting the road with the launch of its first experiential pop-up tour of the UK this summer, hitting major cities including Southampton, Liverpool, Edinburgh, and Bristol.

Called the LEGO Pop & Play Tour, the out of store experiential activation with set up ‘shop’ within major shopping centres around the UK, each hosted by LEGO Retail stores and their store associates. The free family event will encourage kids and families to unleash their creativity through a range of play experiences.

Visitors will be able to take part in a number of activity stations, including cupcake decoration with LEGO DOTS, vehicle building with LEGO City, embarking on a scavenger hunt to spot balloons and horses with LEGO Friends, and creating their own beat with the LEGO VIDIYO studio.

After completing each station, families will receive a rosette and by simply collecting two, can head to a local LEGO store in the area to collect a free gift.

Alison Wood, retail director of UK LEGO Stores, said: “We’re looking forward to taking our first ever LEGO Pop & Play Tour around the UK. Summer 2020 was disappointing for many families, so we hope this free, family event helps make up for it and gives them the chance to unleash their creativity.

“With LEGO City, Friends, DOTS and VIDIYO, we’ve ensured there’s something for all interests, whether that be arts and crafts, vehicles or music. With a free gift up for grabs for every family, taking part is a no-brainer.”

The LEGO Pop & Play Tour includes the following locations and tickets are available at here:

Southampton 7th & 8th August, Bargate

Liverpool 14th & 15th August, Liverpool Onn

Edinburgh 28th & 29th August, St James Quarter

Birmingham 4th & 5th September, Bullring

Bristol 11th & 12th September, Cabot Circus

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 almost eight 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@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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