Lego Late Sessions Combine Building Activities & Entertainment
Laura McQuarrie — September 30, 2022 — Marketing
References: famouscampaigns
The LEGO Group is working with Bafta Masterclass, Universal Music Group and Grace Chen to introduce Lego Late sessions within stores across major global destinations. London, New York and Shanghai will host evening events for adults who want to keep their minds sharp, destress, enhance their creativity or simply just play.
LEGO's Botanical Collection and the LEGO Art series are just a few examples of building block sets that have been created with adults in mind. Now, adults who love LEGO building can come together to enjoy talks, performances, fashion shows and more thanks to this new initaitive.
The first event will kick off in London's Leicester Square in early October and it will feature a talk by Bafta-winning costume designer and Bafta Breakthrough participant PC Williams.
LEGO's Botanical Collection and the LEGO Art series are just a few examples of building block sets that have been created with adults in mind. Now, adults who love LEGO building can come together to enjoy talks, performances, fashion shows and more thanks to this new initaitive.
The first event will kick off in London's Leicester Square in early October and it will feature a talk by Bafta-winning costume designer and Bafta Breakthrough participant PC Williams.
Trend Themes
1. Adult Builders Hangout - Opportunity to create more adult-focused building sets for social events
2. Educational Entertainment - Opportunity to add an educational element to entertainment experiences
3. Community-building Activities - Opportunity to create community-building activities around building or craft hobbies
Industry Implications
1. Toy Industry - Opportunity to expand adult toy building sets and toys directed towards social play
2. Entertainment Industry - Opportunity to incorporate educational aspects into entertainment experiences
3. Craft Industry - Opportunity to create community-building activities around building or craft hobbies
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