Through #BuildToGive, the LEGO Group is encouraging families to get creative and help bring the joy of play to 1.5 million children in need.
Billund, November 4, 2021: For many people around the world, the holiday season is a time for togetherness and laughter, but for a lot of families it can be a challenging period. To help make the holidays brighter for children in need of play, the LEGO Group is encouraging everyone to grab their bricks, build a star - small, big, or wonderfully weird - to help pass on the joy of play as part of its Rebuild the World #BuildToGive initiative.
For the fifth consecutive year, #BuildToGive will once again invite fans and families to come together and get creative to make a difference. According to the LEGO Play Well study, 96% of parents think that play helps strengthen family bonds(1), with #BuildToGive providing the perfect opportunity to play and have some fun together, whilst helping give another child a joyful play experience.
For every star built and shared on social media or LEGO Life using the hashtag #BuildToGive before the end of December, the LEGO Group will donate a LEGO set to a child in need, giving children in hospitals, children’s homes, and vulnerable communities the chance to play this holiday season.
Last year, the company donated more than 1 million sets and this year it wants to take that even further, with a goal of bringing LEGO play to 1.5 million children around the world. The sets are distributed through the LEGO Group’s network of local charity partners in 29 countries around the world.
“For generations and across cultures, people far apart have felt connected to one another while looking at the same starry sky. That’s why we’ve put them at the heart of our #BuildToGive initiative this year – to connect families around the world through play at this time of togetherness and celebration,” said Kathrine Kirk Muff, Vice President of Social Responsibility at the LEGO Group. “Over the last four years, thanks to fans and families around the world, we have donated millions of LEGO sets to children in need of play through #BuildToGive. This year will be our biggest to date, as we aim to share the gift of LEGO play with 1.5 million children and hope that everyone from little builders to expert ones have some festive fun building stars while taking pride in the fact they are helping to make a difference.”
The #BuildToGive campaign is just one example of how the LEGO Group works with a range of charity partners and the LEGO Foundation to bring play to children in need in communities around the world. These programs provide children with opportunities to develop life-long skills such as problem solving, collaboration and communication to help them succeed in the future. In 2022, the LEGO Group aims to reach eight million children around the world with learning through play.
The LEGO Group is launching #BuildToGive with a global campaign video showing families coming together to build their stars. The #BuildToGive page on LEGO.com will be filled with building inspiration as well as star building tips to help families to get their creative juices flowing. The LEGO Group is also making a series of collectible #BuildToGive gift cards which will be available in LEGO Retail stores during the holiday period.
You can find out more information about the campaign and how to get involved at LEGO.com/BuildToGive.
(1) According to LEGO Play Well research conducted by the LEGO Group in 2020.
Notes to Editors
For more information, please contact media@LEGO.com.
In connection with the #BuildtoGive 2021 Holiday Activation, the LEGO Group will donate one LEGO® set to charity for every star 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 1,500,000 LEGO sets with a total value of 15,000,000 USD.
About the LEGO Play Well Study
All findings from the study were gathered from a total of 18,117 parents, and 12,591 children aged 5 -12 through a 20 minute online quantitative survey conducted across 18 markets (Australia and New Zealand, Brazil, Canada, China Mainland, Denmark, France, Germany, Hong Kong, Mexico, Romania, Russia, South Africa, South Korea, Spain, Taiwan, United Kingdom, Ukraine and United States of America) between May and June 2020.
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. However, its products are now sold in more than 130 countries worldwide.