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:
London
14th November
London’s South Bank
Timings: 10am-6pm
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.
