Emmet, Lucy and their co-stars from THE LEGO® MOVIE 2™ team up to support #BuildToGive and encourage fans of all ages to join in
Bruxelles, November 27, The holiday season should be a time of laughter, joy and festive cheer, but for many children and their families it can be a difficult time. This year, the LEGO Group wants to help brighten the holidays for children in need of play and is encouraging fans and families to join the #BuildToGive campaign.
For every LEGO® ornament built and shared, the LEGO Group will donate one LEGO set through local charity partners, giving 500,000 children around the world the chance to play. Here in Belgium, we are working with Make-A-Wish Belgium-Vlaanderen to help bring playful experiences to children who need them.
With 87% of adults saying they enjoy play just as much as their children do*, we hope to inspire fans of all ages to join in. From beautiful baubles, sassy snowmen, crazy creatures to happy hearts #BuildToGive encourages children and families to unleash their creativity and together experience the joy of giving. As Emmet, Lucy and the rest of THE LEGO® MOVIE 2™ team say: the most awesome present you can give is the gift of play.
Kathrine Kirk Muff, LEGO Group Vice President of Social Responsibility and Engagement, says: “Holiday seasons are all about fun and joyful moments, a time of creating happy memories with loved ones. However, for many children and families around the world and here in Belgium, it may not have the same excitement. That is why we are partnering with local charities in 20 countries to help provide holiday cheer to half a million children this year. We have been wowed by the amazingly creative ornaments shared already from fans all around the world and we hope even more people will build together and help brighten the holidays for children in need of play”.
For those excited to join, you can visit a LEGO Store** from now until the 9th December or use your LEGO bricks at home to build an ornament. Display your creation in-store or share with #BuildToGive on social media or LEGO Life – and for every ornament built and shared, a LEGO set will be donated to a child in need of play.
The #BuildToGive campaign is just one example of the LEGO Group’s Local Community Engagement programme, which works in partnership with the LEGO Foundation to build and support local communities in countries where the LEGO Group is present. The programme helps inspire and enable children to learn through play and develop essential skills, such as creativity and problem-solving through play-based approaches.
For more information about #BuildToGive, including a list of participating stores and for building inspiration, visit LEGO.com/BuildToGive.
** #BuildToGive events will be taking place in LEGO Stores across Austria, Belgium, Canada, China, Denmark, France, Germany, Italy, Sweden, UK and USA. The 500,000 donations this year will be focused in these countries plus countries where the LEGO Group has large offices or factories including Hungary, Czech Republic, Singapore, Russia, Korea and Japan.
Notes to editors
In connection with the #BuildToGive 2018 Holiday Campaign, the LEGO® Group will donate one LEGO set to charity for every #BuildToGive ornament that is built either at home with LEGO Bricks and shared on social media with #BuildToGive or in a LEGO Retail Store. Children under the age of 13 must obtain parent’s permission to post to social media. Total donation not to exceed 500,000 LEGO sets with a total value of 5,000,000 USD. No purchase necessary.
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 140 countries worldwide. For more information: www.LEGO.com.