Tag Archives: The LEGO Group

The LEGO Group unveils host of new products at LEGO CON

The LEGO Group has launched its 90th anniversary summer celebrations with the virtual and free to attend LEGO CON. Designed specifically for brick-loving families, the two-hour live show, hosted by Vick Hope, Joel McHale and Melvin Odoom, gave LEGO fans a sneak peak into a new range of exciting products, including …

Read More »

LEGO and Hasbro unite for first time for Transformers collab

The LEGO Group and Hasbro have united for the first time to bring the iconic Transformers Autobot, Optimus Prime, to life in LEGO form – complete with alt mode. The new LEGO Transformers Optimus Prime set is a tribute to the heroic Autobot leader with over 1,500 detailed LEGO pieces. …

Read More »

LEGO Group debuts Star Wars Luke Skywalker Landspeeder set

The LEGO Group has announced the new LEGO Star Wars Luke Skywalker Landspeeder set – the latest in the LEGO Ultimate Collector Series (UCS). A faithful recreation of Luke’s battered vehicle, the new 1,890-piece model is designed to appeal to Star Wars and LEGO fans alike. In the Star Wars universe, X-34 Landspeeders are typical civilian …

Read More »

BLE EXCLUSIVE: Sine Klitgaard Møller on the LEGO Group’s sustainability initiatives

The LEGO Group is participating in the BLE Sustainability Activation in partnership with Products of Change at Brand Licensing Europe 2021. The event runs in person from 17-19 November with follow-up online content launching 22 November and online networking taking place 30 November – 1 December. Registration is free at …

Read More »

The LEGO Group announces UEFA Women’s Euro 2022 partnership

Today the LEGO Group announces a new partnership as National sponsor of the UEFA Women’s EURO England 2022. The partnership will see the LEGO Group sponsor the tournament hosted in England next summer and forms part of the company’s ‘Ready for Girls’ campaign that celebrates girls who are rebuilding the world through …

Read More »

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 …

Read More »

LEGO and Volkswagen launch latest version of the LEGO VW T2 Camper Van

The LEGO Group has struck up a partnership with the German car manufacturer Volkswagen to launch the latest version of the ubiquitous LEGO Volkswagen T2 Camper Van, expanding upon its portfolio of cult vehicle LEGO builds. The new LEGO Volkswagen T2 Camper Van is based on its namesake of the late …

Read More »

LEGO has revamped its ‘retail entertainment’ with New York City flagship LEGO Store

The LEGO Group has opened the doors of an immersive new LEGO Store in New York City, setting up shop in a two-storey location on Fifth Avenue as the first flagship store to feature new retail formats. Elements of the innovative new store will be introduced to more than 100 …

Read More »

LEGO unveils prototype brick made from recycled plastic in ‘first step on long journey’

A prototype LEGO brick made from recycled plastic has become the latest advance made by the Danish toy maker in its ongoing journey towards better sustainability and its ‘ambitious goal’ of becoming 100 per cent sustainable by 2030. It’s taken a team of more than 150 engineers three years to …

Read More »

LEGO launches first Adidas Originals Superstar buildable trainer in latest brand extension

The LEGO Group has launched its first buildable sneaker, a LEGO brick building set based on the popular Adidas sneaker model, the Superstar. The move, a first in both the toy and streetwear space, is the latest development in the ongoing partnership between the Danish toy maker and Adidas Originals. …

Read More »