Lego launches #LEGOBuildAmazing events to develop creativity among kids

#LEGOBuildAmazing, which will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines, is set to be a year-long campaign to reflect the brand’s ongoing commitment to inspire and develop children to think creatively and unleash their future potential for success.


Innovation is seen as the key to progress and growth– the elusive spark that ignites the next big thing. And amazing creations and innovations all spark from remarkable imagination. But concerned with academic pursuits, adults might unknowingly stifle the growth of kids’imagination - especially as they apply to education and a very narrow definition of success.

With the launch of the #LEGOBuildAmazing campaign, the brand sets out to reframe this emphasis, by highlighting a different route to a child’s success in the world – through the freedom to explore, imagine and create. For 80 years, the LEGO Group has been the building block catalyst of a generation’s creativity, and with this new platform, it aims to showcase to parents how nurturing a creative mind could help builders of tomorrow make a mark in the world.

What happens when a child builds with LEGO bricks? And what happens when the LEGO Group sees the build as a blueprint for creativity that will impact the future? To shine a light on this, the brand took ideas that sprung from kids’pure imagination and turned them into a real, tangible creation.

When a group of children was brought together at a LEGO playground and tasked to build “something that can fly”, using just their imagination and LEGO bricks, they came up with an idea that is every bit as fun and imaginative as one could expect –a flying cloud that rains candy.

The innocent idea, built by LEGO bricks and fueled with massive doses of creativity, was then taken to a group of engineering students from the School of Aeronautical Engineering at Singapore Polytechnic, who faced the not-so-easy task of bringing it to life as an actual innovation.

A spokesperson from the LEGO Group stated, “As the brand that has the spirit of building at the heart of its DNA, we embarked on a platform to build belief in creativity and its immense potential for impacting the future of a child’s success in the world. By taking what kids built as a blueprint, we brought their imagination to life so as to build what’s most important –the belief of parents in the vast future potential of creative play.”

#LEGOBuildAmazing events will be in major cities in India in this month, to spark kids’ boundless imagination and take joy in their imaginative creations. Parents can look forward to many fun and exciting activities to promote curiosity and inspire kids to think in new and unconventional ways – including workshops led by adult LEGO builders to guide kids in building their very own unique LEGO creations.

In addition, parents can snap a picture of their kids’amazing creations, upload onto social media with the #LEGOBuildAmazing and have the exclusive opportunity to take home Charlie The Chameleon, the lovable campaign mascot, courtesy of the LEGO Group.

To uphold the brand’s commitment to nurture and build kids’ creativity and unlock their potential for a successful future, the LEGO Group introduces the Build Amazingstarter sets as a great onramp to expand their creativity and imagination.

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