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LEGO House Opening September 28, 2017

LEGO has announced at LEGO World in Copenhagen the opening of the LEGO House which will be on September 28, 2017. Check out the press release below.

LEGO® House – Home of the Brick opens 28 September

LEGO® House is a unique experience house located at the centre of Billund, Denmark – Home of the Brick. The building will allow LEGO fans of all ages to feel the magic of the LEGO universe and have the ultimate LEGO experience all year round. A number of new LEGO experiences and a sea of LEGO bricks will greet children and adults alike, inviting them to unleash their creativity.

Jesper Vilstrup, General Manager, LEGO House, explains: “LEGO House is a manifestation of the very essence of the LEGO idea. This will be an amazing place where LEGO fans, their families and friends can experience – or re-experience – the playfulness of the LEGO universe. All activities are related to our LEGO philosophy – the vision that creative play promotes innovation. LEGO House will enable us to offer both adult and young visitors the chance of stimulating their creativity and learning.”
LEGO House includes paid attractions as well as experiences open to the public. Guests will not need a ticket to visit LEGO Square, play on the terraces, explore the LEGO Store and treat themselves to extraordinary culinary experiences with a LEGO twist at one of the three eateries.

The heart of LEGO House is the experience zones, consisting of four coloured areas, a spectacular Masterpiece Gallery where fans exhibit their impressive creations, and a History Collection where you can witness the development of the company and the LEGO brand over time. If guests want to be sure to get access to the experience zones, tickets need to be booked in advance when ticket sales open in June.

Designed by BIG
LEGO House was designed by the architectural firm BIG (Bjarke Ingels Group). Jesper Vilstrup says: “The building itself reflects what LEGO play and the LEGO values are all about. The LEGO brick has been incorporated into the architecture in a simple, but ingenious way, and visualises the systematic creativity that lies at the very core of all LEGO play.”

When LEGO House opens its doors, visitors will enter a building consisting of 21 white bricks stacked on top of each other, crowned by an oversized 2×4 LEGO brick, the so-called Keystone. The enormous bricks not only create space for indoor activities, but also for a sheltered public space and a number of interconnected outdoor terraces and playgrounds for visitors to explore and enjoy.

Jesper Vilstrup continues: “The location of the building is no coincidence. Billund is where the LEGO adventure began. It was always our intention that LEGO House should be open to tourists as well as Billund’s citizens at large. For this very reason, there is free access to the 2,000 m2 city square at the heart of the building, which we hope will become a natural gathering place for our visitors.”

Construction of the building started in early 2014, and LEGO House will be officially opened in connection with a Billund town festival on 28 September 2017.

LEGO House facts:

• The building will be 12,000 m2. On the ground floor there is a state-of-the-art LEGO brand store, three restaurants, a forum, and a 2,000 m2 public square. The first and second floors are part of the paid experience area featuring four unique play zones. The company’s story will be told in History Collections located in the basement, while a master piece gallery will be located on the top store
• The experience zones are arranged according to colour. Each colour represents a certain aspect of a child’s learning. Red is imaginative. Blue is cognitive. Green is storytelling. Yellow is emotional. Each zone consists of a number of individual activities and attractions to actively engage guests.
• LEGO House is also for non-paying guests who can enjoy the three outdoor public squares and the 2,000 m2 indoor LEGO Square. The restaurants & brand store will be available to the public and it will be possible to walk to the top of the building to enjoy the view and the play activities on the terraces.
• LEGO House expects approximately 250,000 guests per year and about 2,000 guests on a peak day. Guests are expected to come from all over the world – mainly families, but also school children, LEGO employees and AFOLS (Adult Fans of LEGO).
• There are 21 different boxes balanced on one another with The Keystone at the very top.
• The facade is covered with clay tiles to give the illusion that the building is built out of LEGO bricks.
• 1,900 tonnes of steel have been used in the construction, which is an enormous amount of steel compared to other buildings this size. This huge amount of steel was needed to pull off one of the building’s main design features: 21 different boxes are carried by a steel bridge over the 2,000 m2 LEGO Square to give the space an airy, open feeling without any visible columns.
• The box on the very top of the building is called The Keystone and has the exact same dimensions as a 2×4 LEGO brick.
• When arriving by air, guests will be greeted by eight pillars of light – representing the eight stubs on a 2×4 LEGO brick. Denmark’s second biggest airport is located just ten minutes away from the LEGO House.
• The combination of LEGO® House and LEGOLAND® will make Billund, Denmark the only place in the world where visitors can get the ultimate LEGO experience.

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LEGO House Website Now Live

LEGO House

LEGO has launched their website for the upcoming LEGO House which will be opening to the public in Billund this fall. On the site, there is a ton of new information about what you can expect to see there.

First are the different Experience Zones that you can visit which include the Red Zone, Yellow Zone, Green Zone, and Blue Zone. The Red Zone lets you play with creativity and allows you to use your imagination to create. The Yellow Zone taps into your emotions and you can use those emotions to create animals and flowers. The Green Zone has a more social aspect to it and it teaches you social competences and responding to others’ needs and feelings. Finally, the Blue Zone tests your logic and teaches how to solve problems.

LEGO House

Another area that you can visit in the LEGO House is the Masterpiece Gallery which is an exhibit for AFOL creations. Maybe you can see some of your favorite builders’ creations here.

LEGO House

The History Collection takes you through the history of LEGO. Here you can see 500 of the most iconic LEGO sets the company and produced. It’s similar to the Vault but you can’t actually touch the sets.

LEGO House

Of course, there’s also areas where you can grab a bite including the Cafe Brickachino, and Brick-a-Meal family restaurant. There’s also a gourmet restaurant called the Mezzanine.

LEGO House

What’s a trip to the LEGO House without doing some shopping. There will also be a LEGO Store there to make your purchases.

LEGO House

Tickets go on sale for the LEGO House in June and must be purchased in advance if you want to visit the Experience Zones. The LEGO House will open daily, minus holidays and events, and the hours will vary by season.

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LEGO Billboards at Warner Bros. Studios

LEGO WB Studios

The LEGO Batman Movie is coming out this weekend and it’s making everything contagious with LEGO. If you’re driving by the Warner Bros. Studios in Burbank, you can see some new LEGO billboards that have been put up depicting various TV shows. The billboards show a lot of DC shows including Arrow, The Flash, Supergirl, and Gotham as well as ome other comedy shows such as The Big Bang Theory, Mom, 2 Broke Girls, The Middle, and Ellen.

There were 10,000 LEGO bricks used to recreate the LEGO versions of the billboards while taking more than 300 hours of building and compositing. One the images were printed out, it took an additional 70 hours to install. The billboards will be on display for a couple of weeks.

LEGO Arrow/The Flash

LEGO Gotham

LEGO Supergirl

LEGO The Big Bang Theory

LEGO 2 Broke Girls

LEGO The Middle

LEGO Mom

LEGO Ellen

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Upcoming LEGOLAND Discovery Center UK Events

There will be a series of exclusive events at LEGOLAND® Discovery Centre Manchester taking place from Friday 10th February to Sunday 12th March.

Visitors can come meet Gotham City’s caped crusader in LEGO form and have a picture taken with the scene-stealing star. Activities also include a themed scavenger hunt and LEGO Batman™-inspired LEGO builds with our Master Model Builder, Alex. No extra ticket required!

Other facilities at LEGOLAND® Discovery Centre, including the 4D cinema, rides and creative play sessions in the builder workshops, are also available for visitors.


Spend This Valentine’s With Your One True Love – LEGO®

As LEGOLAND® Discovery Centre Manchester hosts AFOL Valentine’s Evening

Description: Production:Clients M-O:Merlin Attractions:LDC:Images:heart.pngIf LEGOLAND® Discovery Centre’s Adult Fans of LEGO® (AFOL) nights are the highlight of your calendar, then the wait is over as LEGOLAND® Discovery Centre Manchester, at intu Trafford Centre Manchester, is hosting a Valentine’s special on Tuesday 14th February, for one night only.

LEGO® lovers shouldn’t delay in booking this AFOL singles night, where budding builders can reignite their imaginations and enjoy an exciting evening with hundreds and thousands of LEGO® bricks and, of course, like-minded people that share the same passion!

A fun-filled Valentine’s alternative, LEGOLAND® Discovery Centre Manchester’s AFOL night starts at 7pm and is priced at £20 per person, wine and canapés are also included. Make full use of the facilities, including 4D cinema, rides and enjoy some creative play sessions in the builder workshops.

Some of the centre will be sectioned off, as LEGOLAND® Discovery Centre gears up for an all-new makeover. Launching in Spring, the new-look LEGOLAND® Discovery Centre will include a brand new LEGO® Ninjago City Adventure play feature, new floor-to-ceiling window café, a new bigger and better Creative Workshop where LEGO® fans can watch the LEGOLAND® Discovery Centre Master Model Builder at work, a newly located LEGO® Racers Build & Test Zone and new Birthday Party rooms with three brand new Birthday Party experiences.

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LEGO Named 2017 World’s Most Powerful Brand

Brand Finance has released their yearly Global 500 rankings and LEGO has regained their position from Disney as the world’s most powerful brand. This is based on a number of factors including brand “familiarity, loyalty, promotion, marketing investment, staff satisfaction, and corportate reputation.”

LEGO has been working towards the top spot for many years from Jørgen Vig Knudstorp who took the company from the brink of bankruptcy to The LEGO Movie a few years ago which gave LEGO the world’s most powerful brand in 2015. Combine that with the upcoming The LEGO Batman Movie and it’s predicted impact as well as more movies coming out in the next few years including The LEGO Ninjago Movie in September, The LEGO Movie Sequel, and The Billion Brick Race will continue to build its brand power.

There’s more to the Brand Finance report in the link above if you want to read more about it.

LEGO Brand Finance 2017L

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LEGO Life App Launched

LEGO Life

Today LEGO has launched a new social network that is aimed towards kids called LEGO Life. The app is available for free on both iOS and Android. There are lots of stuff to do on it including quizzes, building challenges, create a digital minifigure, and more. Kids can also upload photos of their creation and post them online. Check out the full press release for LEGO Life below.

LEGO is looking for feedback on it so let us know how the kids like it and what can be improved on and we’ll send it over.

LEGO Group Launches LEGO® Life, a Safe Social Network for Kids Under 13

– LEGO Life Extends Play Through an Evolving Community of Inspiration that Adheres to the Highest Standards for Child Safety Online –

– New LEGO Emoji Keyboard and Themed Feeds Innovate on the Best of Today’s Social Network Features to Allow Kids and Tweens to Share and Communicate with Thousands of Other LEGO Fans –
BILLUND, Denmark (January 31, 2017) – Building on its experience with nurturing communities and extending its expertise in developing quality, child-friendly digital play experiences, The LEGO Group today announced the launch of LEGO® Life, a safe social network for kids under the age of 13. The app-centered digital experience allows young LEGO builders of all levels and interests to connect with a community of like-minded peers to express their creativity, share their LEGO creations, interact with LEGO characters, and inspire one another. The experience launches today in the U.S., U.K., Canada, France, Germany, Denmark, Austria and Switzerland, with additional markets launching in 2017 and 2018.

“The LEGO Group aims to develop digital experiences that complement and enhance LEGO play,” said Rob Lowe, head of LEGO Life. “LEGO Life creates a platform that amplifies the joy of building and pride of creation that kids experience with tactile play through the digital world in a safe way – further unleashing creativity among kids and tweens on a much broader scale.”

LEGO® Life Increases the Sociability and Personalization of LEGO Play
LEGO Life bridges physical and digital play experiences, innovating on the best of today’s social network features to add a social layer to LEGO play. After seeing millions of kids share their pride of creation in the “Cool Creations” section of LEGO Club Magazine and use LEGO.com message boards to share stories and photos about LEGO building, a richer, more dynamic social media platform such as LEGO Life is a natural next step in the evolution of LEGO community engagement.

LEGO Life

“LEGO Life provides the platform where kids and tweens can take their LEGO creations and stories and give them the audience they deserve,” added Lowe.

The LEGO Life app lets kids personalize their LEGO experience through direct interaction with their favorite LEGO characters, exclusive content, an in-depth 3D LEGO minifigure avatar creator, and fun building inspiration and challenges. LEGO Life also introduces a custom LEGO Emoji Keyboard with which kids and tweens can communicate about what they create in LEGO form, as well as comment on what their peers share.

“LEGO bricks are already established as a global visual language that kids understand and use to express themselves,” explained Lowe. “The LEGO Emoji Keyboard takes this personalization one step further with a keyboard of recognizable emojis augmented by stickers and phrases that let kids engage safely within LEGO Life.”

LEGO Life

According to global research that informed the development of LEGO Life, 90 percent of kids surveyed are aware of emojis and their use in communication. When asked if they use emoji icons, approximately 40 percent of kids said “yes.” By infusing a LEGO look and feel into familiar emoji vernacular, the LEGO Emoji Keyboard helps kids and tweens inspire and support each other even though their spelling and typing skills may be still developing.

LEGO® Life is a Constantly Growing Source of Inspiration
Similar to mainstream social media platforms, LEGO Life delivers a newsfeed customized to user preferences. The app encourages kids and tweens to identify and “follow” topics of interest so that their feed is populated with relevant images, challenges and more. For example, kids can choose to follow groups dedicated to certain animals, vehicles, heroes, specific LEGO themes, seasonal programs or regional topics that they find most relevant.

LEGO Life

Additionally, LEGO Life provides kids and tweens with inspiration and mentorship in fun and engaging ways. LEGO Master Builders will share creations and issue a variety of building challenges within LEGO Life to encourage building and sharing among the community. Characters such as Master Wu from LEGO NINJAGO, Emma from LEGO Friends and LEGO BATMAN™ will share building inspiration and will appear within the app to comment on member builds. New features will be continually added to the experience.

As the network grows and expands, users will find other ways to customize their LEGO experience, such as earning rewards for their engagement in LEGO activities and the ability to inventory their LEGO collection, among many other things. LEGO Life will also be available through many other LEGO touchpoints to enable as many LEGO fans as possible to experience its potential.

LEGO® Life is Safe and Secure
LEGO Life is a safe social network for kids under 13. It is designed to be a child’s first digital social experience, taking users by the hand and introducing them to some of the core concepts of a social network, all through the trusted values associated with the LEGO brand. As detailed in the Digital Safety section of LEGO Life, participants’ safety is assured in several ways.

LEGO Life

No Personal Information
LEGO Life prevents kids from sharing personal information, images, or anything that could allow users to identify and locate one another. For example, when a user creates an account, he or she uses the random name generator to create a silly 3-word mix for a display name, such as “DukeCharmingShrimp” or “ChairmanWilyDolphin.” In place of real or facial photos for LEGO Life profiles, users create their avatar by selecting the LEGO minifigure or minidoll of their choice, adding clothing, hair and more to create their virtual persona.

Moderated Content
All content and comments on LEGO Life are monitored by LEGO employees who specialize in moderation to ensure that it is LEGO Life-appropriate and child-friendly. All moderators go through brand and child safety training, and the moderation team is located in LEGO offices around the world to ensure quality, always-on service. Use of the LEGO Emoji Keyboard replaces actual text when commenting on user-generated content. Commenting is tightly controlled and pre-moderated while emoji comments are post-moderated, keeping communication simple, universal, positive and fun.

Adherence to the LEGO Safety Pledge and UNICEF Standards
The LEGO safety pledge is a method for parents to talk to their children about digital safety while establishing a shared commitment to ground rules for online social behavior, and LEGO Life policies and procedures adhere to these ground rules. Additionally, LEGO Group has an ongoing partnership with UNICEF through which the company received guidance as to how to ensure child safety in developing LEGO Life. UNICEF and LEGO Group also partnered to develop a tool which enables companies to assess their current efforts around children’s digital safety.

LEGO Life may be downloaded for free beginning today in the App Store for iOS devices and at Google Play for Android devices.

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The AFOL Poster Subscription Service Releases New Artwork

Interested in LEGO Art? The AFOL Poster Subscription Service from Bricks on the Dollar has begun its mission to bring you original LEGO Artwork every month with their first release, 4980 LEGO Rock Raiders Tunnel Transport by Kate Vinnedge.

Every month a new artist will create distinctly LEGO-themed art in their own style. 11”x17” posters are available from the AFOL Poster Service website. Posters are tube-shipped to their recipients. For only $10 per month you will get the newest poster tube-shipped to you on the 1st of each month. If you want to pick and choose, the posters will be individually available on the 15th of each month for $13 shipped.

Check out the first poster which is available right now. A new poster will be available each month while supplies last. Upcoming themes include Fright Knights, Galaxy Squad, and good old Town. Pick your favorites or sign up for the subscription to never miss a poster!

**Sponsored post**

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