When the holiday season approaches, people are more and more willing to help others. For the fifth time, LEGO came up with an interesting initiative, where not a financial contribution, but creativity and a moment of time will bring joy to children.
For many people around the world, the holiday season is a time of fellowship and laughter, but for many families it can be a challenging time. To help brighten up the holiday season for kids in need of play, the LEGO Group encourages everyone to grab the bricks, build a star – small, large or wonderfully strange – to help communicate the fun of play with the Rebuild the World #BuildToGive initiative. For the fifth year in a row, #BuildToGive will once again invite fans and entire families to work together creatively to make the world a better place. According to the LEGO Play Well study, 96% of parents believe that having fun together helps strengthen family ties, and #BuildToGive is a great opportunity for this and can also give another child a joyful play experience.
By the end of December, for each star built and shared on social media or on LEGO Life using the hashtag #BuildToGive, the LEGO Group will donate a LEGO set to a child in need, giving children in hospitals, orphanages and communities a chance to have fun this holiday season in a difficult situation. Last year, the company donated over a million kits, and this year it wants to go even further. With the goal of delivering LEGO toys to 1.5 million children around the world. The sets are distributed through the LEGO Group’s network of local charity partners in 29 countries around the world. Kathrine Kirk Muff, vice president of corporate social responsibility for the LEGO Group, explains the theme of this year’s campaign:
For generations and across cultures, people who are distant from each other have felt connected to each other looking at the same starry sky. That’s why this year we put them at the heart of our #BuildToGive initiative – to connect families around the world through play, including a time of community and celebration. Over the past four years, thanks to fans and families around the world, we have donated millions of LEGO sets to children in need with the #BuildToGive campaign. This year will be our biggest challenge so far as we intend to share the LEGO gift of play with 1.5 million children. We hope everyone, from the little builders to the experts, will have some holiday star-building fun while feeling proud to help make a difference.
The LEGO Group kicks off the #BuildToGive campaign with a global video of families building their stars together. The #BuildToGive page on LEGO.com will be filled with building inspiration and star building tips to help spark creativity for families. The LEGO Group is also setting up a series of #BuildToGive collectible gift cards that will be available at LEGO Retail stores during the holiday season.
More information about the campaign and how to get involved can be found on the website .
