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The National
03-08-2025
- Business
- The National
Building memories brick by brick at the home of LEGO in Denmark
To be fair, I was a massive fan of LEGO when I was wee, back when it was just simple bricks you bashed together to make unrecognisable approximations of things I loved, like planes and boats. As I grew up and LEGO morphed into a confusing array of theme parks and special ranges – from LEGO Friends and the Asian-themed Ninjago – I lost sight of LEGO as my two daughters grew into it. It was not something at 53 I thought I would take any pleasure re-visiting. READ MORE: Scottish transport company acquires historic English bus firm I thought my honesty with Kathrine would fall on deaf ears. Far from it. 'We too realised we had to simplify things and get back to the core of what this family-run business does,' she beams as she brews me a proper coffee in LEGO House's café – it's always a great sign when a managing director chips in. 'We got back to basics, selling off the theme parks and focusing back on the brick. Again, it's all about the brick.' It is all about the brick in Billund – the self-styled 'Capital of Children' – as we find out when we fly into the airport and see the immediate image of LEGO. Billund is still home to LEGO's headquarters and lives and breathes LEGO, nowhere more so than LEGO House (below), which has been a roaring success since opening in 2017. LEGO House is the single biggest investment by LEGO in years and took a year and a half to build, with 20 million LEGO bricks woven into the structure. I love that the vast reception is free for anyone to enter and play in. And that numbers are strictly limited beyond the ticket barriers to the upper floors so that families can really enjoy themselves without feeling rushed or overcrowded. The focus is indeed back on the brick, with building using LEGO paramount over fancy themed kits. For a family attraction to work, it has to engage everyone; LEGO House does. My daughters delight in building wee boats and buses, taking photos that are recorded on their bracelets, negating the 'need' for my teenagers to walk around with their phones. Indeed, they soon ask us to store their phones while they throw themselves into the action, peeling back the years. Priceless. We bond over family portraits made of LEGO, but they also skip off happily on their own with none of the bickering that can accompany visits to family attractions. And my wife and I don't just slump in a café either, making what is, of course, deemed an 'embarrassing' LEGO movie about how we met and married. As we move from yellow zone to red, to green and to blue, my cynicism slowly dissolves. My own journey is complete in the basement museum, which catapults me back to my childhood. Not ones to stand on their hard-won plastic laurels, Kathrine shows me into the 'Masters Academy'. 'LEGO House already has 20 million LEGO bricks and soon it will have another five million more,' she explains. It doesn't open until September, but the limited slots are getting snapped up fast at this new year-round attraction. It looks like a TV show and will have two actors leading just 40 guests through the weird and wonderful world of becoming a 'LEGO Master'. Often restaurants at theme parks are just refuelling stops bathed in grease. Not so at LEGO House with Mini Chef. Kathrine insists they 'serve proper food'. She is right, just that it is served by robots. The delightful Robert and Roberta dispense our lunchboxes. We choose our meals – mine is falafel followed by a delicious cauliflower curry – on the screen at our table then insert our orders – built, of course, in LEGO. Kathrine insists there will only ever be one LEGO House, but there are 11 LEGOLAND theme parks globally. The original, of course, is in Billund. LEGOLAND may no longer be owned by LEGO, but the second-biggest tourist attraction in Denmark outside Copenhagen swirls around the brick. We spend a whole day at LEGOLAND. Again, it proves, for me, surprisingly enjoyable. The Billund incarnation is much more laidback than the frenetic Windsor one. My teens enjoy bashing around rides that may not have the adrenaline wows of Florida's parks, but are fun for us all to share together. If you're visiting the LEGO House, a visit to the adjacent theme park remains essential. For busier times, they have an efficient fast-track system too – 'Reserve and Ride'. Heading home, I'd expected the kids would be sated with LEGO. Instead Tara is gleaming with the LEGO kit she bought by the designer who was casually signing boxes in the LEGO House, and Emma insists the first thing she is going to do when she gets home is get out her LEGO. I may well be joining her. For more information on LEGO House, see Make sure to book ahead for the house, the Mini Chef experience and the LEGO Masters Academy
Boston Globe
16-06-2025
- Entertainment
- Boston Globe
‘I couldn't tell if they were kidding or not.' 12-year-old wins contest to represent Boston in global LEGO competition.
Arlo, Boston's newly crowned Mini Master Model Builder, spent about two months crafting a replica of the Tea Party scene for LEGO's first global competition. His creation, which features underwater and above-water scenes, will be sent to the LEGO House in Billund, Denmark, to vie against 27 other young regional winners from Shanghai to Arizona. The Global Mini Master Model Builder will be announced in the fall. Advertisement 'I'm very excited,' Arlo said in a recent Zoom interview from his home in Dover, N.H., his shaggy blonde hair falling over his forehead. 'This means a lot to me because I've been building LEGOs for a long time.' Arlo throws up a peace sign in front of his Boston Tea Party LEGO construction. Lindsay Humphreys A sixth grader at Dover Middle School, Arlo started playing with LEGOs when he was a toddler and has completed more than 100 LEGO sets. Still, he never considered entering a LEGO competition until a late February visit to the LEGO Discovery Center Boston in Somerville. He had decided to make a hand out of LEGOs, not just any hand but 'a celestial hand emerging from the depths of our ocean,' when an employee approached him. Advertisement Impressed by his work, the employee told Arlo he should enter the regional Boston Mini Master Model Builder contest. Arlo didn't know what it was but accepted the challenge. 'So I was like, OK, yeah sure, I'll enter into the tournament,' he recalled. 'And I entered in, and I won.' Kaleb Thome, the LEGO master builder at the Somerville LEGO center, said he saw Arlo's hand depiction within a couple of weeks of the deadline for the Boston competition. 'He was one of the last ones to submit,' said Thome, 26. 'I immediately knew this might be the one.' The hand was a 'very mature concept,' Thome said, but was 'executed really well.' As artists know well, hands are a challenge to portray, Thome said. 'It's this hand coming up from the ocean,' Thome said. 'I was like, dude, that's a sick concept.' Arlo and Kaleb Thome pose with his winning LEGO creation. Kaleb Thome For Arlo, the hand was not a painstaking endeavor; it was simply another opportunity to 'create anything,' the reason he was drawn to the building blocks in the first place. 'I think the fact that I could do anything,' his imagination would allow, Arlo said, explaining his initial interest as a toddler. When Thome, the judge for the Boston contest, selected Arlo on March 14 over some 50 other applicants across New England, Arlo was shocked. 'I couldn't tell if they were kidding or not,' he said. 'But I was definitely excited, no matter what.' The win made Arlo Boston's Mini Master Model Builder and catapulted him into LEGO's first global competition. His work had just begun. Advertisement From late March to May 31, Arlo spent one to two days a week working in the Somerville LEGO facility on his greatest creation — the Boston Tea Party. His mom or dad would typically drive him down from New Hampshire around noon on Saturday, and Arlo would stay in his workshop until closing. His Boston Tea Party includes sea creatures, a scene from Spongebob's Bikini Bottom, and people throwing tea into the harbor. It's about 10 inches by 20 inches (1 x 2 base plates in LEGO math) and even has a character named Arlo in a red shirt. Arlo meticulously placed every piece, and Thome said its scale was 'the most impressive thing.' 'How much brick and plate he was able to put down,' Thome said. 'He really set out some big expectations and goals for himself, and I think he achieved them.' Besides size, the main rule for global competition is that the building represent the city or region the builder is from. Arlo, a lover of history LEGO sets, jumped at the opportunity. 'The fact that sometimes they can be like small, little scenes cut into history,' Arlo said of historical LEGO sets. 'So you basically have your own history book without even having to read.' Arlo said he spent a long time coming up his idea, deciding between Paul Revere's ride and the Boston Tea Party, he eventually landed on the Harbor scene because of its size. Once he had the idea, he started and didn't stop. 'If I have an idea, I'm gonna just put it down,' Arlo said. 'Once that's done, I'll just continue. So I'll legitimately just build.' Advertisement His project will be sent to Denmark after June 30 for the LEGO masters to decide its fate. Until then, it will be on display in Somerville. The honor of Boston's Mini Master Builder has required some sacrifices. Arlo didn't play lacrosse this spring to focus on the LEGO project and has been busy at school, with lot of homework in his favorite subject, science. But his mom, Lindsay Humphreys said it's been worth it. 'It required the commitment, but knowing that it was such a big deal and probably a once-in-a-lifetime opportunity, for sure, we were supportive of it,' Humphreys said. Outside of LEGOs, Arlo enjoys video games and playing with his dog Bruno, a beagle and pug mix called a 'puggle.' But LEGOs are his guiding passion. He wants to be a LEGO master like Thome one day. His dream car, a Volkswagen bus, is from Will he get the car one day? 'Maybe if he can get a job and work towards it,' Arlo's mom said, drawing a grin from Arlo. Ava Berger can be reached at
Campaign ME
21-05-2025
- Business
- Campaign ME
What MENA marketers can learn from fandom strategy
With the Middle East becoming a global hub for entertainment and tourism, regional marketers have a unique opportunity to employ the power of fandom to build enduring brand loyalty. LEGO's innovative fan engagement strategies, coupled with the recent announcement of Disneyland Abu Dhabi offer valuable lessons for brands in the region. Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing. Marketers must build communities, not just customers LEGO's transformation from a company on the brink of bankruptcy in the early 2000s to a global powerhouse is a testament to the power of community. Jørgen Vig Knudstorp, who recently stepped down from his board position leaving behind a legacy of visionary leadership, is widely credited for one of the most remarkable corporate turnarounds. When he assumed the role in 2004 as the first person outside the founding Kristiansen family to manage the company, LEGO was facing a severe financial crisis, with significant losses and declining sales. Under his leadership, the company not only returned to profitability but also became a global leader in the toy industry. This approach was far from conventional. In a bold move, the company embraced community-driven innovation. LEGO acknowledged its adult fan base, known as AFOLs (Adult Fans of LEGO), by creating platforms for them to contribute directly to the brand's evolution. Recognising the untapped potential of adult fans, Knudstorp actively engaged the AFOL community, leveraging their passion and creativity through initiatives such as LEGO Ideas, which transformed fan designs into best-selling sets. The LEGO House in Billund, Denmark, further showcases the brand's commitment to its fans. This 'Home of the Brick' features massive displays of fan-made creations, interactive exhibits, and workshops that celebrate creativity and community. This physical space serves as a pilgrimage site for fans, cementing LEGO's legacy as a brand. More recently, the BrickLink Designer Program has taken fan involvement to the next level. Acquired by LEGO, BrickLink is a marketplace for custom LEGO designs. Through the Designer Program, fans can submit designs for crowdfunding. Once fully funded, these designs are manufactured and distributed by LEGO, with fan designers earning both recognition and financial reward. This initiative highlights a crucial shift in the industry: fans are no longer just passive consumers but active co-creators in brand storytelling in revitalising classic themes, blending nostalgia with contemporary creativity. This level of engagement goes beyond marketing; it positions fans as stakeholders in the brand's success. This participatory culture has not only kept LEGO relevant but has also allowed it to thrive in an increasingly competitive market, offering MENA brands and marketers a blueprint for sustainable growth through community engagement. Disneyland Abu Dhabi: A cultural fusion Disney's announcement of its first Middle Eastern theme park in Abu Dhabi marks a significant milestone in the region's entertainment landscape. Set to be located on Yas Island, the park aims to blend Disney's iconic storytelling with Emirati culture and architecture. Bob Iger, CEO of The Walt Disney Company, emphasised that the park will be 'authentically Disney and distinctly Emirati,' highlighting a commitment to cultural integration. This strategic move aligns with the UAE's broader vision to diversify its economy through tourism and entertainment. By creating a space that resonates with local culture while offering globally recognised experiences, Disney is setting a precedent for how international brands can successfully enter and thrive in the MENA market. The announcement of Disney's upcoming theme park in Abu Dhabi has ignited a wave of speculation and excitement across social media platforms. Fans worldwide are actively discussing how this new park might differ due to its unique location. For example; on TikTok and Reddit, fans are sharing ideas about potential attractions that blend Disney's iconic storytelling with Emirati culture, such as incorporating attractions inspired by regional folklore – enthusiasts have floated ideas such as rides based on the legend of Umm Al Duwais or storytelling zones inspired by One Thousand and One Nights, reimagined with a modern Disney twist. Facebook groups dedicated to Disney enthusiasts are buzzing with discussions about how the park's design might adapt to Abu Dhabi's climate. This community-driven dialogue reflects a participatory culture where fans feel invested in the development process, offering suggestions and expressing hopes for culturally resonant experiences. What is particularly noticeable is Disney's willingness to lean into these conversations with fans. The company has embraced engagement by hosting forums and Q&A sessions, encouraging fans to share their ideas, as well as spotlighting regional influencers in Abu Dhabi. This approach not only promotes a sense of belonging among Disney's global audience, but also demonstrates the company's commitment to integrating community feedback into its projects. By valuing and incorporating fan contributions, Disney reinforces a shared purpose and connection with its audience, ensuring that the new park resonates with both new, local visitors and long-time international fans. The road ahead for marketers The MENA region stands at the cusp of a new era in brand engagement, where storytelling and community are paramount. By learning from global examples such as LEGO and Disney, regional marketers can craft strategies to captivate audiences and empower them to become co-creators. In doing so, brands can build lasting relationships that transcend traditional consumer dynamics, fostering vibrant communities that drive sustained success. In a landscape increasingly defined by experience and participation, the brands that will thrive are those that invite their audiences to be part of the story. Dr Vlada Botoric, PhD, Assistant Professor, Zayed University
Yahoo
08-03-2025
- Entertainment
- Yahoo
Lego Artists Prepare for Brick Convention This Weekend
WACO, Texas (FOX 44) — For the first time ever, Waco will be hosting the 'Brick Convention,' an event where LEGO enthusiasts of all ages can marvel at the works of dozens of talented LEGO artists. This weekend, the community will have the opportunity to view incredible LEGO creations, including models inspired by pop culture, architecture, and more. Among the featured artists is AC Pin, a LEGO builder who has been crafting with the iconic plastic bricks for 25 years. His journey started with a Star Wars piece, and today, he is known for his intricate designs and mastery of the craft. 'I didn't realize that my early creations, like this particular seed hanger, would attract so much attention,' Pin recalled. 'In fact, LEGO even asked my permission to feature it in their Lego Star Wars: The Visual Dictionary book.' From that book appearance to having his work showcased in the LEGO House in Denmark, Pin's passion for LEGO has opened doors to incredible opportunities. 'It all started as a hobby, and now I'm being invited to shows around the world,' he said, reflecting on his journey from casual builder to recognized LEGO artist. Fellow builder Robert Rodriguez, who has been creating with LEGO for ten years, is excited to have the convention come so close to his hometown of Temple, Texas. 'I'm very excited because I'm actually from Temple and there's no conventions relatively close.' Rodriguez has built models of ancient Roman landscapes, towering skyscrapers, and more. As he continues to explore the world of LEGO, he looks forward to seeing where the hobby takes him next. Both Pin and Rodriguez encourage attendees to tap into their own creativity by starting with a simple LEGO set. 'I hope that it inspires them to buy a set and just try it. I mean, if you're not a Lego fan, just buy a said that fascinates you,' Rodriguez said, expressing his hope for attendees. 'Lego is a hobby that kind of expands and has so many themes that you can pick your spot,' Pin added. 'But if you like cars or just plain collecting the sets, it's all good,' The event will provide a unique opportunity for LEGO lovers to connect, share their passion, and perhaps even inspire the next generation of master builders. For more information on the Brick Convention, including event details, you can click here. Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
