This weekend you can build your wildest wishes as the LEGO® Imaginarium arrives at London’s Southbank. This unique experience will combine physical play with augmented reality technology to create a one-of-a-kind LEGO experience. The LEGO Imaginarium is inspired by the current Christmas ad campaign “This is not a brick”, it also marks the end of the 60th anniversary celebrations of the LEGO brick. The event is free to enjoy, just head to the Observation Point on the Southbank this Saturday between 10am – 8pm or Sunday 10am – 7pm.
STEP INTO YOUR IMAGINATION THIS XMAS LEGO® GROUP UNVEILS THE LEGO IMAGINARIUM – AN IMMERSIVE FAMILY EXPERIENCE SHOWCASING 60 YEARS OF CREATIVITY
- Marking the end of the 60th anniversary of the LEGO Brick, the LEGO Imaginarium brings imagination to life using the endless creative possibilities of the LEGO brick
- The unique two-day experience takes place on London’s Southbank between 8-9th December
- It comes as research finds parents believe playtime is a key factor in children developing creativity, now identified as an essential skill by the World Economic Forum
This weekend (8th/9th December), LEGO Group will let families step into a world of (brick built) Christmas wonder at the LEGO Imaginarium – a unique space where the iconic brick brings imagination to life.
Marking an end to celebrations for the 60th anniversary year of the LEGO brick, the LEGO Imaginarium is located at Observation Point on London’s Southbank.
The one-of-a-kind, free entry experience combines Augmented Reality and physical play, letting children and adults alike come face-to-face with digital brick-built dragons, pirates, fairies and more, whilst using the endless creative play possibilities of real LEGO bricks to build their wildest wishes.
It will be unveiled by celebrity mum Stacey Solomon (with kids Zach, aged 10 and Leighton, aged 6) who said: “My kids love getting creative with LEGO, and it always amazes me when I see what they’ve built after being let loose on a box of bricks! We are all excited to visit the LEGO Imaginarium this weekend, take part in some building with fans and experience an AR world filled with LEGO wonder and creativity.”
The Imaginarium opens as figures from the LEGO Play Well report – a survey of 13,000 parents and children across nine countries – show that 96% of parents believe play is a key factor in helping kids develop their creativity.
93% of parents say construction toys such as LEGO bricks help their child be creative and ‘Creativity’ has risen to become amongst the most sought after of the essential life skills. Studies by the World Economic Forum highlight the rapid change in the perception of creativity as an essential skill, moving from 10th place on the list of Top 10 Skills for success in 2015 to projected 3rd place by 2020.
Marius Lang, Head of Marketing for LEGO UK & Ireland, said: “Families have been getting together and building with LEGO bricks for 60 years and Christmas is a special time when imagination and creativity can be brought to life in a thousand ways. The enduring appeal of the LEGO brick is its ability to become anything kids or adults want – to let them build whatever they can dream of through its endless creative play opportunities. That’s why we’re building the LEGO Imaginarium this weekend, it’s a chance for people to step into creativity and imagination with LEGO and bring their wildest wishes to life in brick form!”
For one weekend only this December, LEGO Group will be bringing children’s wildest wishes to life at the LEGO Imaginarium at Observation Point on London’s Southbank, in the 60th anniversary year of the LEGO brick
- Date / Time : 10am – 8pm Saturday 8th December and 10am – 7pm on Sunday 9th December
- Where: London’s Southbank (Observation Point)
- Price: Free (non-ticketed)