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Yahoo
25 minutes ago
- Entertainment
- Yahoo
THE LEGO GROUP UNVEILS "SAN DIEGO LEGO®-CON" AT SAN DIEGO COMIC-CON 2025
Booth #2829 gives Comic-Con attendees a brick-built celebration of fandom, creativity and pop culture, alongside multiple new product reveals, from July 24 through July 27 SAN DIEGO, July 24, 2025 /PRNewswire/ -- The LEGO Group is bringing the ultimate fandom experience to San Diego Comic-Con 2025 with "San Diego LEGO®-Con," a tribute to all things fandom and Comic-Con, rebuilt through the playful lens of the LEGO brand. The centerpiece of this year's booth is a stunning diorama recreation of the San Diego Convention Center itself, made entirely from LEGO bricks! At "San Diego LEGO-Con," visitors will discover product reveals across beloved franchises, celebrity appearances, hands-on building activities, in-booth signings and exclusive swag and giveaway items, all packaged up in a convention-inspired booth design that pays homage to Comic-Con's unique style. Attendees can celebrate the enduring cultural relevance of Comic-Con through the imaginative lens of the LEGO brand from Thursday, July 24 to Sunday, July 27 at booth #2829 in Hall H. "This year at San Diego Comic-Con, we wanted to celebrate this incredible convention and its fans in a way that's never been done before," said Beth McKenna, Head of U.S. Marketing at the LEGO Group. "San Diego Comic-Con embodies the spirit of play and imagination through fandom. 'San Diego LEGO-Con' is our love letter to SDCC as a cornerstone of fandom culture, having exhibited here since 2003. Ultimately, we believe that booth visitors will be able to see themselves and their experiences reflected in the diorama, all while experiencing everything else our brand has to offer at SDCC 2025." Explore "San Diego LEGO®-Con" at SDCC At "San Diego LEGO-Con," attendees are invited to explore a one-of-a-kind, con-within-a-con experience with a booth design that captures the distinctive aesthetic of Comic-Con. Specially designed banners and custom life-sized LEGO builds give attendees an immersive backdrop for memorable photo opportunities. Features of the booth include: An awe-inspiring SDCC diorama centerpiece featuring the San Diego Convention Center recreated entirely in LEGO® bricks. Made with over 200,000 brick elements and crafted over the course of more than 1,500 hours, the diorama celebrates Comic-Con's 54+ year history and unique culture. Guests are invited to discover the iconic Comic-Con moments and hidden LEGO easter eggs woven throughout. From major annual events to nods to Comic-Con lore and callbacks to past LEGO booths, eagle-eyed fans will discover surprises and be able to see themselves and their experiences reflected in the build. A build-your-own booth experience where guests are invited to build their own creative exhibitor "booths" out of LEGO bricks. At the end of each day, the builds may be added to blank spots on the San Diego Convention Center diorama. Attendees who participate in the booth builder activity also have the opportunity to collect an EXCLUSIVE "San Diego LEGO-Con" inspired pop badge to enhance their convention credentials with LEGO flair. Come back to the booth each day and complete the activity to collect them all! An EXCLUSIVE "San Diego LEGO-Con" guidebook packed with custom LEGO content is available at the front desk for anyone who visits the booth. A "LEGO Side Quest" Mobile Scavenger Hunt across the convention show floor invites attendees to complete photo-based tasks and fun riddles. Each day, one lucky participant will win the daily grand prize, with an additional 20 randomly selected participants, who complete these tasks, scoring a premium swag pack featuring exclusive LEGO® product. Product displays featuring new sets from popular franchises, including never-before-seen releases that celebrate beloved worlds, inviting enthusiasts to build on their passions for their favorite fandoms. Unlock Your Inner Retro Gamer with the NEW LEGO Game Boy™ Making its global debut, the highly anticipated LEGO Game Boy (72046) brings a true icon to brick form for adult collectors. At a scale of near 1:1, this 421-piece collectible replica of the original Nintendo® Game Boy handheld game system is a testament to a classic era in gaming. The set design features the Game Pak slot and comes with interchangeable, brick-built The Legend of Zelda™: Link's Awakening and Super Mario Land™ Game Boy Game Paks. Fans will also have the option to display their LEGO Game Boy model with a choice of screens; the classic Nintendo start screen or one from either of the interchangeable Game Paks. The nostalgic set, available for pre-order, offers fans the opportunity to build, display and relive their favorite gaming memories through LEGO bricks. Defy Gravity with NEW LEGO Wicked sets Comic-Con is where special moments are created and this year, the LEGO Group and Universal Products & Experiences are unveiling six new LEGO Wicked sets inspired by Universal Pictures' upcoming film, Wicked: For Good, in theaters November 21. Builders can look forward to more imaginative role-play and fun brick-building as they relive unforgettable moments from the film. Newly revealed LEGO Wicked sets (available September 1) include: LEGO Wicked Emerald City Wall Art (75685) LEGO Wicked Emerald City & Kiamo Ko Castle (75689) LEGO Wicked Elphaba's Retreat (75687) LEGO Wicked Glinda's Wedding Day (75688) LEGO Wicked Glinda & Elphaba Visit Munchkinland (75690) LEGO BrickHeadz™ Wicked Elphaba & Glinda Figures (40794) Spread Your Wings with a NEW LEGO DC Batman™ Set Step inside Arkham Asylum™ with the detailed LEGO DC Batman Arkham Asylum (76300) set. A collaboration with Warner Bros. Discovery Global Consumer Products, this 2,953-piece superhero collectible for adult enthusiasts is packed with recognizable features and thrilling surprises. The set comes with 16 minifigures, including iconic DC Super-Villains The Riddler™, Poison Ivy™, Harley Quinn™, Bane™, The Joker™, The Penguin™, Killer Croc™ and more. Unveiled for the first time at SDCC and available for pre-order at reveal, this set bridges the gap between comics and buildable creativity and perfectly captures the dark, complex storytelling that Comic-Con fans love about the world of Batman. Travel to the Upside Down with NEW Stranger Things LEGO BrickHeadz™ Everyone's favorite Demogorgon-battling best friends come to life through the new Stranger Things LEGO BrickHeadz: Mike, Dustin, Lucas and Will Figures (40801). This 542-piece collectible features the beloved Stranger Things characters Mike Wheeler, Dustin Henderson, Lucas Sinclair and Will Byers. As the popular Netflix series nears its epic fifth and final season, these detailed characters deliver a nostalgic building adventure driven by storytelling and are fun to build, play with and put on display. This set will be available for pre-order on starting July 23. Beyond the Booth: Panels and More The "San Diego LEGO-Con" experience extends beyond the booth with buzzworthy panels and special programming: The LEGO NINJAGO® Adventure Continues panel (Thursday, July 24, 2:15-3:15 p.m. PT) offers fans insider access to the continuing NINJAGO saga. In-booth signing will take place prior to the panel from 12:30 p.m.-1:30 p.m. PT The LEGO Masters: Back Behind the Brick panel (Friday, July 25, 4:30-5:30 p.m. PT) provides behind-the-scenes insights into the popular competition series. In-booth signing will take place prior to the panel from 1:30 p.m.-2:30 p.m. PT Meet Ashley Eckstein & Dan Hernandez from LEGO Star Wars: Rebuild the Galaxy (Friday, July 25, 4:00-5:00 p.m. PT), as the two host a special in-booth meet and greet! More Information All products on display at the show, including first time reveals, can also be found at For more information on the LEGO Group activities at San Diego Comic-Con, contact press@ Notes to Editor About the LEGO Group The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean "Play Well". Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: Fans can visit for more information on LEGO products. Product Information LEGO® DC Batman™ Arkham Asylum™ (76300) Age Grade: 18+ MSRP: $299.99 Piece Count: 2953 Global Launch Date: Sept. 12, 2025 (Sept. 9 Early Access for LEGO® Insiders) Description: Step inside Arkham Asylum™ with this highly detailed 2,953-piece model. Measuring over 12.5 in. (32 cm) high, the legendary institution is packed to the rooftop with recognizable features and thrilling surprises. The set comes with 16 minifigures, including DC's most iconic villains and added treats such as an inmate delivery van, opening prison cells and 65 stickers referencing Batman™ lore. LEGO® Game Boy™ (72046) Age Grade: 18+ MSRP: $59.99 Piece Count: 421 Global Launch Date: Oct. 1, 2025 Description: To celebrate a revolutionary time in video game history, the LEGO Group is bringing a true icon to brick form, the original Game Boy™ system from Nintendo®. At a scale of near 1:1, the LEGO Game Boy model building kit is a testament to a classic era in gaming and with authentic details and much-loved features is a nostalgic throwback to the classic system. This collectible 421-piece brick-built replica of the original Game Boy handheld game system comes with all the memorable features, the +Control Pad, A and B Buttons, and SELECT and START, alongside other iconic Game Boy details, such as the contrast adjustment and volume dial. LEGO® BrickHeadz™: Mike, Dustin, Lucas and Will Figures (40801) Age Grade: 10+ MSRP: $39.99 Piece Count: 542 Global Launch Date: Oct. 1, 2025 Transport yourself to the Upside Down with a LEGO® BrickHeadz™ collectible featuring Netflix's Stranger Things characters, Mike Wheeler, Dustin Henderson, Lucas Sinclair and Will Byers. Standing on sturdy baseplates, these authentically detailed characters are fun to build, play with and put on display. They also look great alongside other buildable figures from the LEGO BrickHeadz range (sold separately). LEGO® Wicked Emerald City Wall Art (75685) Age Grade: 18+ MSRP: $159.99 Piece Count: 1518 Global Launch Date: Sept. 1, 2025 Bring the magic of the world of Wicked to your home with this colorful wall art. Use the bricks to create a colorful artwork full of movie moments that's a rewarding treat for yourself, or a gift for any Wicked fan. Build with friends or family and enjoy social time with loved ones as you create this eye-catching display, which can be wall-hung or placed on a shelf. LEGO® Wicked Elphaba's Retreat (75687) Age Grade: 7+ MSRP: 27.99 Piece Count: 228 Global Launch Date: Sept. 1, 2025 Step inside Elphaba's magical woodland retreat. Hold the candle as she studies her map. Make plans with her and Fiyero round the fireplace and work out how to thwart The Wizard. Study the Grimmerie and escape from her enemies. Make friends with the rabbits, feed them a carrot and relax with nature in the beautiful woodland hideaway. LEGO® Wicked Glinda's Wedding Day (75688) Age Grade: 8+ MSRP: $39.99 Piece Count: 476 Global Launch Date: Sept. 1, 2025 Take your front row seat for Glinda's big moment. She looks stunning in her tiara and gown, ready to marry Fiyero. Part the butterflies to reveal the wedding scene. But something is wrong! Use the animal figures to play out how Glinda's wedding joy suddenly changes. When the play is over, close the butterflies to make a super cool display. LEGO® Wicked Emerald City & Kiamo Ko Castle (75689) Age Grade: 9+ MSRP: $79.99 Piece Count: 860 Global Launch Date: Sept. 1, 2025 Join Elphaba and Glinda for the dramatic final scene of the Wicked: For Good movie. Build the detailed Emerald City and Kiamo Ko Castle and act out how the story ends for these two iconic characters. Explore the buildings' secret compartments and uncover familiar details from the film. Read the Grimmerie with Glinda and use it as a force for good. Help Elphaba disappear and follow her destiny. LEGO® Wicked Glinda & Elphaba Visit Munchkinland (75690) Age Grade: 9+ MSRP: $69.99 Piece Count: 744 Global Launch Date: Sept. 1, 2025 Welcome to Munchkinland. Join in the celebrations as Glinda announces her engagement to Fiyero. Press the pedal to surround her in her bubble and let her fly above Munchkinland. On the other side of town, catch up with Elphaba, who has flown to Boq's family cottage on her broomstick. Explore his home, from his cozy bedroom to the cute kitchen and recreate magical scenes from Wicked: For Good. LEGO® BrickHeadz™ Wicked Elphaba & Glinda Figures (40794) Age Grade: 10+ MSRP: $19.99 Piece Count: 325 Global Launch Date: Sept. 1, 2025 Join Elphaba and Glinda for magical adventures and creative fun as you conjure up spellbinding scenes from Wicked with this authentically detailed pair of collectible LEGO® BrickHeadz™ figures. This buildable toy looks great displayed alongside other BrickHeadz characters (sold separately). You can even combine elements to create hybrid characters of your own. View original content to download multimedia: SOURCE The LEGO Group
Digital Trends
3 hours ago
- Entertainment
- Digital Trends
LEGO brings back the Game Boy, brick by brick
An exciting new build has just been unveiled for LEGO fans, or equally for gamers who love a trip down memory lane. Heck, if you love LEGO and gaming, you're in for a real treat. Why? Because LEGO and Nintendo have just taken the wraps off a near 1:1 scale Game Boy model building kit. Recommended Videos The new Game Boy kit comprises 421 pieces and includes memorable design features such as the + Control Pad, A and B Buttons, and SELECT and START, as well as other iconic Game Boy details such as the contrast adjustment and volume dial. LEGO is describing the collectible kit as 'a testament to a classic era in gaming and with authentic details and much-loved features.' Notably, the finished build includes the Game Pak slot and comes with interchangeable, brick-built The Legend of Zelda: Link's Awakening and Super Mario Lan Game Boy Game Paks. But no, this particular Game Boy doesn't switch on, so you can't play them. Another neat touch is that once built, you can choose from several different options for the display of your LEGO Game Boy, including the classic Nintendo start screen or one from either of the interchangeable Game Paks. Nintendo's Game Boy handheld is one of the most influential handheld gaming consoles ever made, selling more than 120 million units globally since its debut in 1989. Its popularity cemented the Japanese company's reputation in video gaming, and was a launchpad for even greater successes, the big-selling Switch handheld among them. LEGO's latest launch pays tribute to this cultural and technological phenomenon, offering what should be an engaging build experience that celebrates the legacy of the original Game Boy. The Game Boy LEGO kit (product number 72046) is available for preorder now from Lego's online store ($59.99, £54.99, €59.99) and ships in October 2025. You'll also be able to get it from LEGO stores and select retailers around the world. In another Nintendo collaboration, LEGO recently released a Mario Kart-themed build.
Geek Tyrant
5 days ago
- Entertainment
- Geek Tyrant
LEGO Unleashes The Decepticons with New LEGO Icons TRANSFORMERS Soundwave Set — GeekTyrant
LEGO is back with another epic addition to its Transformers lineup, and this time, it's all about the bad guys. The LEGO Group has teamed up with Hasbro once again to bring fans the LEGO Icons Transformers Soundwave set, and it's a Decepticon dream come true. With 1,505 pieces, this build is a nostalgia bomb. The set recreates the classic G1 version of Soundwave in all his blocky, cassette-loving glory. He's fully posable, equipped with a working cassette bay, and you can flip him into his vintage cassette player mode without taking him apart. 'Recreate the fan-favorite Soundwave, the loyal lieutenant of the Decepticon leader Megatron along with his trusted companions Ravage and Laserbeak. Make Soundwave talk by pressing the play button to activate his voice and sound effects. Then convert Soundwave into cassette player mode without having to rebuild!' That play button activates specially recorded voice and sound effects, something brand-new for LEGO's Transformers line and a fun interactive twist that fans will appreciate. The set also includes two of Soundwave's iconic minions: Ravage and Laserbeak. Both convert into mini cassette tapes and fit neatly inside Soundwave's chest, just like the original toy. Toss in a laser blaster, rocket pod, and a display plaque with Soundwave's power stats, and this becomes the ultimate shelf trophy for Decepticon loyalists. The set drops August 1 for LEGO Insiders and opens up to everyone else on August 4th for 189.99.
Campaign ME
11-07-2025
- Entertainment
- Campaign ME
Campaign Middle East's Work picks from June
Every month, Campaign Middle East selects a collection of 'Work' to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign's Private View section for the following month. These are the picks from June – featuring work from The LEGO Group, dubizzle, NYX Professional Makeup, Himalaya and L'Oréal Paris. The LEGO Group: Build It With Him This Father's Day, the LEGO Group inspired families across the UAE to rethink gifting traditions with this regionally tailored campaign – a creative call to action that invited parents and children to connect through the joy of LEGO play. The campaign was developed in collaboration with Publicis Middle East, which led on creative, and MSL Middle East, which led on strategy, insights and earned amplification. The work ran across the LEGO Group's social channels and an in-store activation at the LEGO Store at Mall of The Emirates. Agencies: Publicis Middle East; MSL Middle East Dubizzle: Everyone Is On dubizzle To celebrate its 20th anniversary, dubizzle launched a witty two-part campaign that champions the platform's status in the UAE's property and car marketplaces. Rolled out across a full 360-degree marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture. Apart from making audiences laugh, the anniversary campaign is also meant to highlight the platform's legacy and role in people's lives across two decades. Leaning heavily into brand rather than performance, the campaign has been rolled out across digital, social, radio, PR, video, platform assets and out-of-home (OOH) channels. Agency: Born28 NYX Professional Makeup: The Face Glue This out-of-home (OOH) takeover of Dubai features a star from the Dubai Bling reality television show in Dubai: Safa Siddiqui. The takeover was inspired by a comment left by a user on the initial OOH installment: 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' One fan's cheeky remark became the spark for a citywide takeover. The campaign also includes a reality TV format digital-first installment which features Love is Blind Habibi cast member Dounia Al Ibrahim. Combined with influencer partnerships on social media, the campaign gained more than 200 million impressions across the Middle East. Agencies: Brandizer, Wavemaker, Hypermedia – a subsidiary of W Group Holding, and Qraft Himalaya: We Know Pimples Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles such as 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach. The campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience, and without forcing the brand into unfamiliar territory. Agency: Amber Communications Production house: Company Films L'Oréal Paris: Sit Al Bait This campaign builds on L'Oréal's long-standing commitment to women's empowerment – while challenging the language that continues to shape female identity in the region. The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. The hero film features actresses Yasmine Sabri and Aseel Omran, standing shoulder-to-shoulder with women across the region. They take to the streets, displaying the power of words, including two missing Arabic letters, 'al' that transform the meaning of the words 'sit bait' (housewife) into 'sit al bait' (woman of the house), rewriting the narrative, and restoring value to the unseen labour of women. Agency FP7 McCann Dubai, McCann Paris, Current Global MENAT
Cision Canada
08-07-2025
- Entertainment
- Cision Canada
HITTING THE RIGHT NOTES: THE LEGO GROUP UNVEILS SUMMER FUN WITH FREE MUSIC CREATIVITY WORKSHOP
The Final Workshop of the Summer Will be Held at Select LEGO Stores Across North America from 8/16-8/17 & is Available Online ENFIELD, Conn., July 8, 2025 /CNW/ -- The LEGO Group today announces its third and final Creativity Workshop of 2025, celebrating Summer Fun with Music. Part of the ongoing Creativity Workshop series, this session is designed to ignite imagination and nurture valuable social skills through engaging online and in-store experiences for young creators aged 6–12, just in time for summer break. The upcoming workshops present options for both virtual and in-person participation, all free of charge. The online workshop, hosted by acclaimed French violinist Esther Abrami, inspires children to explore the joy of music through LEGO building. Families are invited to join Abrami as she guides them to build their own music-themed creations – including a music stage, musical notes, and a speaker, encouraging them to celebrate summer, creativity, and self-expression. This is coupled with live, hands-on events at select LEGO Stores across North America that invite young creators to build their own microphone with the help of expert Brick Specialists. Both guided, interactive experiences are designed to spark curiosity, encourage creativity, and foster a deeper appreciation for music. Here are more details on the two ways to get involved: Creativity Workshops – Held at select LEGO Stores on Saturday, August 16 th and Sunday, August 17 th, these sessions invite young creators to explore music by building their own music-themed creations with expert guidance from Brick Specialists. Tickets are free, but must be booked in advance at T&Cs apply. Creativity at Home Online Workshops – Led by French violinist Esther Abrami, the Creativity at Home Workshop is now available to watch here. Abrami will demonstrate how to create music-themed builds – a music stage, LEGO-inspired music notes and a speaker to celebrate the joy of Summer Fun. Join the fun starting today at Esther Abrami comments: "Music has the power to connect us and bring so much joy, especially during the summer months when everything feels lighter and more playful. I'm absolutely thrilled to partner with the LEGO Group to inspire young creators to combine their creativity with their love for music. It's such a wonderful way for them to express themselves, build confidence, and have fun at the same time. Seeing children use their imagination to create something unique that reflects their personality and passions is truly special. It's these moments that spark a lifelong love of learning and creativity." The Creativity Workshops are part of the LEGO Group's commitment to championing and standing up for girls' creativity, with different themes throughout the year including Friendship, Botanicals and Summer Fun. To watch online now and purchase a ticket to attend an in-store Creativity Workshop at a LEGO store near you, visit About the LEGO Group The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean "Play Well".
