Starting today, the LEGO Group have launched a UK-wide LEGO® #BuildToGive tour, giving folks the chance to build a LEGO heart and bring the joy of LEGO building to those who need it the most. With a little help from Katie Piper, the tour has kicked off on London’s Southbank. If you head along there today, you’ll be able to check out a brick-built LEGO heart and be able to build a heart of your own. Don’t forget to share your creation online using the #BuildToGive tag, for each one shared, the LEGO Group will donate a LEGO set for a child who is in need of a little LEGO magic this Christmas. The LEGO #BuildToGive Tour will move on to Glasgow and Cardiff later this month. More details below.
THE LEGO GROUP LAUNCHES THIS YEAR’S BUILD TO GIVE INITIATIVE WITH IMMERSIVE UK TOUR
The LEGO Group’s annual Build To Give campaign is back, which sees a set of bricks donated to a child in need for every LEGO® heart built and shared on social media with #BuildToGive
To celebrate this year’s Build To Give initiative, the LEGO Group has created a 3D heart installation which is, today, kicking off in London with Katie Piper, and is touring the UK this November across Glasgow and Cardiff
This is the seventh year for Build To Give, which has seen over 6.5 million sets delivered since 2017.
14th November 2023: Today, The LEGO Group announces the return of its annual Build to Give campaign for its seventh year; a charity initiative which has seen over 6.5 million sets delivered to kids and families. For the first time, the initiative will be taken on tour with a 3D heart installation, revealed by presenter and author Katie Piper at London’s South Bank today.
For many families in the UK, the holidays are a magical time filled with joy and celebration, but for some families the festive period can be a challenging time. That’s why the LEGO Group is encouraging everyone to help share the superpower of play with children that need it most, by building a heart out of LEGO® bricks as part of its #BuildToGive initiative.
For every heart built and shared on social media or on LEGO Life using the hashtag #BuildToGive before 31st December, , the LEGO Group will donate a set to a child in need. The aim of the initiative is to give 1.5 million children across the world in hospitals, children’s homes or vulnerable communities the chance to play this holiday season.
To launch the initiative, today, The LEGO Group unveils its brick-built 3D heart on South Bank, London, calling all kids, families and fans to join them in celebration of this year’s annual Build To Give campaign and interact with the colourful, large heart that will be touring the UK this winter. There will also be a building station for members of the public to create their own heart builds.
When it comes to giving a gift, size doesn’t matter. It’s the thought and bringing joy to others that counts. It’s a universal symbol of care, and people are challenged to build their very own special heart based on something that is personal for them and close to their own heart!
Isabel Graham, Head of Marketing UK and Ireland at the LEGO Group says: “This is the first time we have toured the UK with our #BuildToGive initiative and we’re grateful that we can turn creativity and play into a moment of giving. With hearts being recognised across many cultures as a symbol of love, joy and positivity, we can’t wait to see all the different creations and encourage as many to be built as possible!
Katie Piper, presenter and author, who is kicking off the London launch of #BuildToGive, says: “It’s great to be part of Build To Give this year and see what it means to so many families and communities. One of the best gifts that you can give is play, particularly over the Holidays, and a little heart goes a long way.”
In addition to this campaign, 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 that boosts their wellbeing and help them succeed in a fast-paced world.
The gift of giving will tour the UK at the following locations:
- 14th November
- London’s South Bank
- Timings: 10am-6pm
- 18th & 19th November
- Glasgow’s Argyle Street
- Timings: 10am-7pm
- 23rd & 24th November
- Cardiff’s St David’s Library Square
- Timings: 11am-8pm
The #BuildToGive initiative is part of the LEGO Group’s broader Play is Your Superpower campaign which aims to inspire families to reprioritize playtime.
For more information on how to get involved with this year’s Build To Give initiative visit: https://www.lego.com/en-gb/build-to-give