Celebs and their families attend The LEGO Group’s festive launch event at the world’s biggest LEGO store

Sam Faiers, Binky Felstead, Lydia Bright and their families were amongst the guests who attended the LEGO Group’s Christmas launch event at the world’s biggest LEGOⓇ store in Leicester Square.

Other guests who got into the festive spirit included Ashley James, Joe Sugg, James Buckley, Annie Mac and more.

Attendees and their loved ones celebrated the first festive event at the newly refurbished LEGO Store by getting hands on with a number of LEGO play experiences including making their own LEGO Minifigures and taking part in The LEGO Group’s annual Build to Give initiative – where LEGO fans from anywhere in the world can build a gift from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set to a child in need. This year’s ambition is to donate over 2m sets

Pop-loving attendees were also thrilled to see first-hand the LEGO dress worn by Katy Perry in The LEGO Group’s ‘Build a Playful Holiday’ advert, and even more so when they got to channel their inner popstars by trying on the matching LEGO headbands and necklaces.

Since reopening, the new-look LEGO Store Leicester Square has welcomed LEGO fans from across the UK and beyond. Guests have delighted in immersing themselves in the LEGO world surrounded by jaw-dropping 3D builds inspired by Britain, and play experiences such as the Tree of Discovery where visitors of all ages can explore a magical wonderland hidden inside – it’s a must-visit for every family!

As part of the LEGO Holiday campaign this year, the much-loved brand has also tasked kids from across the UK to share their ideas for how they’d reimagine the festive season (if it was up to them!). The initiative will see kids’ ideas brought to life in LEGO bricks at a variety of locations, including LEGO stores and LEGO Discovery Centres this Holiday season. Kids will also have their ideas showcased in an episode of the LEGO Group Channel 4 miniseries hosted by Katherine Ryan this Saturday 19th of November.

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