Build, Explore, Race: 2K and the LEGO® Group Announce LEGO 2K...
Gaming - Press Releases - Toys

NEW YORK--(BUSINESS WIRE)--Today, 2K and the LEGO Group announced LEGO® 2K Drive, the ultimate AAA driving adventure game, available worldwide on May 19, 2023. Developed by Visual Concepts, LEGO 2K D...

Angelina Luspo
March 23, 2023

Adults Are Buying Toys for Themselves, and It’s the Biggest ...
Retail - Toys

There are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.” This kidulting trend started to rise in prominence around a decade ago, as superh...

December 20, 2022

Lego’s New Minifigure Factory Lets You Create a $12 Minifig ...
CPG - Online - Retail - Tech - Toys

Lego is testing a new online Minifigure maker, the Minifigure Factory, that lets you create a Lego person of your very own (via Jay’s Brick Blog, which I promise has no relation to me). In the tool...

The Verge
July 26, 2022

Lego is Releasing An Incredible Set Based On The Office
Television - Toys

Lego’s latest crossover set is one based on none other than the hit sitcom The Office. If you’re a fan of the show — and I know there are a lot of you out there — you’ll want to get out your...

The Verge
July 15, 2022

Monsters Are Taking Over LEGOLAND® Resorts This Halloween!
Attractions - Live Entertainment - Press Releases

CARLSBAD, Calif. and WINTER HAVEN, Fla. and GOSHEN, N.Y., July 14, 2022 /PRNewswire/ -- Forget about witches, ghosts and goblins –  LEGO® Monsters are taking over this Halloween season at LE...

Faisal Hussain
July 14, 2022

Legoland New York Resort Gives Away “90 Surprises Per We...
Attractions - Live Entertainment - Press Releases - Toys

GOSHEN, N.Y., June 13, 2022 /PRNewswire/ -- SURPRISE! LEGOLAND® New York Resort kicks off a summer of epic celebrations today for the 90th anniversary of the LEGO® Group. Awesome surprises inc...

Faisal Hussain
June 13, 2022

LEGO Celebrates the Power of Play for 90th Anniversary

The LEGO Group is celebrating play and its 90th anniversary this year. The toy company is launching its largest-ever global brand campaign, geared towards reinforcing the importance of play for kids ...

Toy Book
June 10, 2022

LEGO Launches ‘A-Z of Awesome’ Campaign for Pride ...

LEGO is celebrating Pride Month with a creative project. The LEGO Group announced the launch of its “A-Z of Awesome,” an ongoing campaign that uses LEGO builds to celebrate inclusivity and embrac...

Toy Book
June 2, 2022

LEGO Partners With MoMA New York for Build Competition to Disp...

When New York's Museum of Modern Art (MoMA) bought "The Starry Night" from a private collector in 1941, the painting was not well known. In the 81 years since, Vincent van Gogh's masterpiece has gone...

May 19, 2022

Legoland California Resort Unveils Global Debut of World’...
Attractions - Automotive - Live Entertainment - Partnerships - Press Releases

CARLSBAD, Calif., May 13, 2022 /PRNewswire/ -- Start your engines! Yesterday, LEGOLAND® California Resort debuted its newest attraction, LEGO® Ferrari Build and Race. Capitalizing on the increased...

Faisal Hussain
May 13, 2022

UNICEF and the Lego Group Promote Kid’s Digital Well-Bei...
Electronics - Non-Profit - Tech

UNICEF and the LEGO Group have joined forces to form the Responsible Innovation in Technology for Children project. Funded by the LEGO Foundation, the project seeks to create practical tools for busin...

Toy Book
May 3, 2022

LEGO Debuts Star Wars Luke Skywalker Landspeeder Set

The LEGO Group has announced the new LEGO Star Wars Luke Skywalker Landspeeder set – the latest in the LEGO Ultimate Collector Series (UCS). A faithful recreation of Luke’s battered vehicle, the n...

Toy News
April 25, 2022

LEGO Partners With Muppets For Minifigures Arriving Later This...

It’s time to meet the Muppets! Well, it’s time to meet the Muppets, again, in their brand new LEGO Minifigure forms. This new series of The Muppets Minifigures brings all the puppet fun of the bel...

April 19, 2022

Epic and Lego Partner to Build a Metaverse For Kids
Gaming - Online - Tech

Two of the biggest names in entertainment are coming together to create a virtual space aimed at kids, through a new partnership between Fortnite developer Epic Games and Lego. “We are excited to co...

The Verge
April 7, 2022

Preit and Merlin Entertainments to Bring Next Generation of LE...
Attractions - Press Releases

PHILADELPHIA, Feb. 4, 2022 /PRNewswire/ -- PREIT (NYSE: PEI), a leading real estate investment trust focused on creating thoughtful, community-centric properties, today announced that Springfield T...

Angelina Luspo
February 7, 2022

WarnerMedia Global Brands and Experiences to Launch Most Robus...
Classic Characters - Fashion - Health & Beauty - Online - Partnerships

In celebration of the upcoming cinematic experience created by director Matt Reeves, the new “The Batman” lifestyle merchandise collection allows fans to channel Batman/Bruce Wayne and Catwoman/Se...

Faisal Hussain
January 12, 2022

Pottery Barn Kids & LEGO Connect on Home Furnishings
Household - Toys

Pottery Barn Kids, the portfolio brand of Williams-Sonoma and a sustainable home retailer, has debuted a LEGO x Pottery Barn Kids collaboration. The collection features bedding, rugs and decorative...

License Global
January 10, 2022

These Are the Best New Toys of 2021, According to Top Toy Expe...
Retail - Toys

Toys are more important now than ever. A toy refresh provides hours of indoor entertainment (essential for rainy days), offers educational elements (from STEM skills to all-important role play and ima...

Good Housekeeping
January 5, 2022

Lego’s Head of Marketing: Expect Unexpected Brand Partne...
Branding - Toys

Over the last decade, Cristina Liquori has built a career based on culture, trust and support… one tiny plastic brick at a time. Cristina began her Lego career in 2011 as a marketing assistant and ...

January 4, 2022

Lego Building $1B Factory to Meet Asian Demand

Danish toy maker Lego is building a $1 billion factory in Vietnam as demand for the toy bricks across Asia continues to grow, according to a report on Wednesday (Dec. 8) in The Wall Street Journal. T...

December 8, 2021

5 Partnerships That Made Beautiful Music in 2021
Attractions - CPG - Dining - Finance - Influencers

Music partnerships have been all the rage this year, with artists and music companies collaborating in categories that include CPG, dining, toy brands and more to engage fans in new and exciting ways!...

Abby Calcara
December 7, 2021

Finalists Unveiled for 2022 Toy of the Year (TOTY) Awards
Press Releases - Toys

NEW YORK, Nov. 8, 2021 /PRNewswire/ -- From creative construction toys and innovative collectibles to lovable plush and toys for grown-ups, the 2022 Toy of the Year (TOTY) Awards finali...

Faisal Hussain
November 8, 2021

How Disney is Working with Retailers to Distribute its Holiday...
CPG - Online - Retail - Streaming - Television

As Disney winds down its own brick-and-mortar footprint, the company is striking more marketing partnerships with third-party retailers. As part of its drive to boost Christmas sales, the mouse house...

Modern Retail
November 5, 2021

Amazon Launches Pop-Up Stores Through November
Attractions - Online - Retail - Toys

Amazon is giving families an in-person shopping experience this month. Consumers can visit one of the seven Amazon Pop Up stores in cities throughout the U.S, including Chicago, Denver, Glendale, West...

The Toy Book
November 3, 2021

Target and the LEGO Group Expand Partnership with Limited-Edit...
Fashion - Household - Partnerships - Pets - Press Releases

MINNEAPOLIS, Oct. 14, 2021 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced its limited-edition collection with the LEGO Group, featuring a lifest...

Faisal Hussain
October 14, 2021

Lego Ends Marketing of Different Toys at Girls and Boys

Lego Group will no longer target some toy sets at girls and others at boys to help break stereotypes about how children play, ending years of gender-based marketing. The decision comes after a survey...

October 12, 2021

LEGO Launches New Digital Safety Content
Streaming - Toys

With digital engagement among kids at an all-time high, the LEGO Group has launched a new set of videos, games and guides to teach families how to be safer online. Created for kids ages six to 10 in ...

October 7, 2021

Brands Are Scrambling to Get Onto Roblox. Is It Worth It?
Branding - Gaming

In a world where audiences are constantly fragmenting, the prospect of getting in front of 48.2 million people on any given day is appealing, to put it mildly. That’s why so many brands are flockin...

September 23, 2021

Lego Announces QUEER EYE Fab Five Set
Streaming - Toys

You can't buy style, taste and class. But you can build them, with a fabulous new Queer Eye Lego set based on the hit Netflix makeover series. The glamorous Lego set comes with minifigs of the Fab Fi...

September 14, 2021

Lego and adidas Are Back With a New Kids Sneaker
Fashion - Toys

adidas and Lego have teamed up on a cool new version of adidas’ Forta Run sneakers for kids. Dubbed the adidas Forta Run x Lego Baumhaus, the sneakers feature a Lego brick-inspired print across the...

Footwear News
August 26, 2021

Target Announces Most Exclusives Ever and Disney Expansion Ahe...
Partnerships - Press Releases - Retail - Toys

MINNEAPOLIS, Aug. 23, 2021 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announces the return of Bullseye's Top Toys list this holiday season, along with plans to expand to over 160 Disne...

Faisal Hussain
August 23, 2021

LEGO Announces ‘Seinfeld’ Set So You Can Celebrate...
Streaming - Television - Toys

To celebrate the anniversary of the first episode of Seinfield, July 5, 1989, LEGO revealed a new set inspired by the iconic comedy show. Designed by LEGO fan Brent Waller, the Seinfeld set brings Jer...

July 6, 2021

LEGO Flagship NYC Store Opens with a Musical
Retail - Toys

It’s really just a promo for the newly-opened flagship LEGO Store on Fifth Ave in New York City. But it’s still as close as we’ve ever gotten to a Broadway-style musical from the LEGO Group, com...

Brick Fanatics
June 25, 2021

Lego Unveils First Bricks Made From Recycled Plastic

Lego Group lays the groundwork for a recycling revolution for future brick kits. Lego has set a goal for itself: make all of its products from sustainable sources by 2030. It took a big step in that ...

June 23, 2021

Lego & Adidas’ New Collection Includes a Buildable ...
Fashion - Toys

Lego and Adidas have another collaboration on the way, which includes two new versions of the classic Superstar shoe. For the latest project, the popular toy company reimagined the shell-toe silhouet...

Footwear News
June 16, 2021

KIDZ Bop | The LEGO Group
Music - Partnerships - Toys

KIDZ Bop teamed with The LEGO Group for a LEGO Vidiyo co-branded video series and fan sweepstakes as part of KIDZ Bop's 20th anniversary celebration.  LEGO Vidiyo, the innovative music video m...

LEGO Built a Life-Size Lamborghini Sián Out of 400,000 Pieces
Automotive - Toys

LEGO has built several replicas of cars, but in creating the Lamborghini Sián FKP 37, the company tried a lot of new things. According to a report from Geeky Gadgets, this was the first time that hex...

June 11, 2021

Legoland California Opens The Lego Movie World, 6 New Attracti...
Attractions - Travel

CARLSBAD, Calif. (CNS) – Streamers filled the air, sparklers burst in the sky and entertainers packed the stage as Legoland California Resort opened The Lego Movie World Thursday, based on the films...

Fox 5
June 1, 2021

LEGO Launching First-Ever LGBTQ Set Ahead of Pride Month

Now get ready for "Everyone Is Awesome," a new, rainbow-colored Lego set introduced Wednesday by the toy company ahead of LGBTQ Pride Month. The 346-piece collection, available for purchase starting J...

USA Today, LA Times
May 21, 2021

Lego Reveals Its Biggest Ever Buildable R2-D2 Set
CPG - Toys

LEGO has revealed its biggest ever buildable R2-D2 construction kit with over 2,300 pieces in the set. The set will also come with an exclusive R2 Minifigure as well as a "special Lucasfilm 50th anni...

April 22, 2021

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