Last week I got the chance to take part in a roundtable all about LEGO CON® with the Head of LEGO Agency, Emma Perkins & Associate Creative Director Matt Guenigault. The recently announced virtual event is a tester event, which could lead to future events if it proves popular. The aim of the event is to capture the attention of tweens, who are still interested in LEGO products but feel there are other priorities ahead of them. It’s hoped the virtual event will have stand out moments that can be shared online or create ‘water cooler moments’. Although the event isn’t aimed at AFOLs there will be a short AFOL-focused pre-show featuring a number of AFOL builders including Kevin Ulrich, Inez T. Vasquez, Anna Bitanag, Kathryn Harris, Donny Yen, along with LEGO Masters US contestants, Richard Board and Flynn DeMarco.
Inspiration for the event is MineCon and other similar gaming events, which have all had to embrace digital offerings in place of their usual in-person events. Although LEGO CON will not have any sort of live interaction in order to provide a safe environment for LEGO fans of all ages. For the same reason, the event will be streamed live from the LEGO House via a dedicated portal on LEGO.com. It’s possible the event will also be shown in LEGO stores, in a similar way to how various Nintendo Directs are shown in Nintendo stores. Despite being a ‘CON’ there will not be any exclusive items created for the event, in a similar way to Comic-Con. However, there will be a number of exclusive product reveals and other cool actitives. There will be content from a number of themes including LEGO City, LEGO Friends, LEGO VIDIYO, LEGO Star Wars, LEGO Super Mario, LEGO Harry Potter, LEGO Minecraft, LEGO DOTS, LEGO NINJAGO and LEGO Technic.
You’ll be able to join in on all the LEGO CON fun on June 26th at 5PM LONDON, 12PM NEW YORK and 9AM LOS ANGELES.