Give the Gift of Play over the Holidays with the LEGO Group
Billund, November 4, 2022: The Holiday season is one that many families cherish, but for others it can be a challenging time. With this year’s #BuildToGive initiative, the LEGO Group is encouraging families to use their creativity to build a gift from LEGO® bricks, which will be turned into a gift for another child somewhere else in the world. #BuildToGive will help pass on the joy of play to those most in need.
Now in its sixth consecutive year, the #BuildToGive campaign will encourage families globally to build a gift using LEGO bricks and share it on social media or on LEGO Life using the hashtag #BuildToGive.
For every Holiday creation shared before 31 December, the LEGO Group will donate a LEGO set to a child in need of play, giving up to two million children in hospitals, children’s homes or vulnerable communities globally the chance to play this Holiday season.
Getting involved is easy and every gift counts - big or small, round or square, colourful or monochrome! Our LEGO Play Well study found that play helps families bond and makes them happier, so what better reason to get the family together and give the gift of joy to others*.
More than 4.5 million LEGO sets have been donated through the LEGO Group’s #BuildToGive initiative since it began in 2016, with this year seeing the Company set to make its biggest donation yet of 2 million sets.
9 out of 10 parents** globally believe play can help children develop essential life-skills such as creativity, communication and confidence – qualities that can be essential for their future success and wellbeing – and #BuildToGive is just one of the ways the brand looks to help support children around the world through offering opportunities to play and learn.
“For many families, the Holidays are a time of celebration, where they can be together and enjoy playing. But, for some, it can be a tough time,” said Diana Ringe Krogh, Vice President of Social Responsibility at the LEGO Group. “That’s why #BuildToGive is so important. Over the past five years, we’ve been overwhelmed by the response to the initiative and want to say thank you to the families around the world who have taken part each year. Thanks to their help, we’ve been able to donate millions of LEGO sets to children across the globe, bringing them the joy and benefits of play.”
The #BuildToGive initiative is part of the LEGO Group’s broader ‘Build a Playful Holiday’ campaign, which will inspire families to enjoy being together and having fun by embracing Play over Perfection over the Holiday season. As part of the campaign, the LEGO Group’s Holiday icon of Play, Katy Perry, will be sharing a film showcasing her own gift that she built for #BuildToGive on social media. This will be released on her channels in the coming weeks.
“I love that the LEGO Group is helping turn family play into a moment of giving for families all around the world. I loved making my firework shaped gift and I can't wait to see the different designs that other families share!” said Katy Perry.
The #BuildToGive page on LEGO.com will be filled with building inspiration as well as gift building tips to help families get as creative as possible with their designs. It will also include information on where they can build their gift in one of LEGO’s worldwide retail stores.
You can find out more information about the campaign and how to get involved at LEGO.com/BuildToGive.
'*LEGO® Play Well Study 2022
'**LEGO® Play Well Study 2022
Notes to the Editor
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About the LEGO Group:
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com
In connection with the #BuildToGive 2022 Holiday Activation, the LEGO Group will donate one LEGO® set to charity for every gift that is built with LEGO bricks and shared on social media with #BuildToGive. Children under the age of 13 must obtain parent’s permission to post to social media. Total annual donation not to exceed 2,000,000 LEGO sets with a total value of 20,000,000 USD. Previously, the company has donated over 4.5million sets to children across the globe and has increased that number this year to commemorate its 90th anniversary milestone.
About Katy Perry:
Katy Perry has racked up a cumulative 65 billion streams alongside worldwide sales of over 57 million adjusted albums and 138 million tracks. Her summer 2019 single, “Never Really Over,” off her album SMILE was the biggest streaming launch of Katy’s musical career. Views of her videos “Roar” and “Dark Horse” have each surpassed 3 billion views – making Katy the first and only female artist to reach this milestone. She is one of only 5 artists in history to have topped 100 million certified units with their digital singles – and the first-ever Capitol Records artist to join the RIAA 100 Million Certified Songs club. Katy’s 2015 Super Bowl performance is the highest-rated in the event’s history.
Aside from being one of the best-selling musical artists of all time, Katy is an active advocate of many philanthropic causes. In 2013, Katy was appointed a UNICEF Goodwill Ambassador and has used her powerful voice to ensure every child’s right to health, education, equality, and protection. Katy has also been a champion for LGBTQ+ equality, and has received numerous awards for her work, including the Trevor Project's Hero Award in 2012, the Human Rights Campaign's National Equality Award in 2017, amfAR’s Award of Courage in 2018, and Variety’s Power of Women distinction in 2021 for her work with her own foundation, the Firework Foundation, whose mission is to empower children from underserved communities by igniting their inner light through the arts."
She is currently performing her Las Vegas residency, PLAY. Show dates are available at www.katyperry.com/tour.