Kimberley Walsh, Joe Swash, Binky Felstead, Roxy Horner, Nadiya Bychkova and their families were amongst the guests who attended the LEGO Group’s Christmas launch event tonight, in partnership with Save the Children, which also featured the world’s first transatlantic Snow Throw.
The big LEGO Snow Throw is a digital game which sees LEGO Store shoppers in New York and London playfully going head-to-head to see which city can throw the most digitized LEGO snowballs via an interactive screen in the store windows. A live leaderboard also tracks how many snowballs each city has successfully thrown. Millie Mackintosh and her family officially threw the first London snowballs today at the LEGO Leicester Square store.
Millie Mackintosh said, “Even if snow doesn’t fall in London this year, then the LEGO Snow Throw is an amazing way for families to experience that magical sense of fun, with your snowballs racking up points in our competition with New York.”
Other guests who got into the festive spirit at the LEGO Store included Neil Jones and Chyna Mills, who brought along their month-old daughter Havana, Greg Rutherford, Hannah Spearritt and more.
Attendees and their loved ones also got the opportunity to make their very own LEGO Minifigures, whilst listening to Christmas tunes sung by London pop-choir, Some Voices.
Guests also took part in the LEGO Group’s annual Build to Give initiative – where LEGO fans from anywhere in the world can build a heart from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set of bricks to a child in need through charity partners including Save the Children. This year’s ambition is to donate more than two million sets worldwide.
A trip to the LEGO store is a must-do family festive outing this holiday season. Beyond having something for every gift-giving need and interest, the stores are packed with memory-making family experiences. LEGO.com and LEGO stores have the widest range of LEGO gifts and exclusive items that you won’t find anywhere else this holiday season.
To find your nearest LEGO store, visit https://www.lego.com/stores
