Last week, the LEGO Group 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. The first leg of the tour took place on London’s Southbank and today it headed to Glasgow’s Argyle Street. 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 visit Cardiff next. More details below.
THE LEGO GROUP BRINGS BUILD TO GIVE INITIATIVE WITH IMMERSIVE UK TOUR TO GLASGOW
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 opening in Glasgow before heading to Cardiff
This is the seventh year for Build To Give, which has seen over 6.5 million sets delivered globally since 2017.
18th 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 globally to kids and families. For the first time, the initiative will be taken on tour with a 3D heart installation, revealed by Radio DJ and Presenter Edith Bowman at Argyle Street 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 Argyle Street, Glasgow, 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!
Edith Bowman, Radio DJ and presenter, who is kicking off the Glasgow launch of #BuildToGive, says: “LEGO bricks are so popular in our house, especially over the holidays, so this is a great initiative to be involved in. One of the best gifts that you can give is play, so I encourage as many people in Glasgow and beyond to get involved this weekend.”
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 continue its tour of the UK at the following locations:
Glasgow
- 18th & 19th November
- Glasgow’s Argyle Street
- Timings: 10am-7pm
Cardiff
- 23rd & 24th November
- Cardiff’s St David’s Library Square
- Timings: 11am-8pm
Price: Free
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
