Tag Archives: The LEGO Group

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 …

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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 …

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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 …

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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 …

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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 …

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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 …

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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. …

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LEGO expands its Nintendo partnership to bring Luigi into the LEGO Super Mario universe

Super Mario’s often-forgotten brother, Luigi, is stepping out of the shadows and into the LEGO Super Mario universe as the toymaker extends its partnership with Nintendo to unveil the LEGO Super Mario Adventures with Luigi Starter Course. Featuring an interactive LEGO Luigi figure, this is the latest extension of the …

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LEGO marks 20 years of LEGO Harry Potter with new sets exploring the magic of the Wizarding World

Marking 20 years of the LEGO Harry Potter franchise, the Danish toy maker has rebooted its partnership with Warner Bros. Consumer Products to reveal a new range of building sets that delve deeper into the magic of Hogwarts and the Wizarding World of Harry Potter. The enchanted walls of Hogwarts …

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LEGO sees strong growth in 2020 led by innovative partnerships with cross-audience appeal

A portfolio of strong licences and a cross-generational appeal to kid and adult audiences through the blend of physical-digital play has helped The LEGO Group to a strong year of growth over 2020, as the Danish toy maker reports a 21 per cent growth in consumer sales compared to the …

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