Gifts Today magazine

LEGO launches Christmas charity campaign

Build To Give campaign fronted by singer Ronan Keating will provide kids spending Christmas in hospital with building sets

The LEGO Group has launched its #BuildToGive campaign with the aim of brightening up the festive holidays for up to 20,000 children who will be spending their Christmas in hospital.

The campaign is designed to encourage the great British public to put their creative imaginations to the test and build a dazzling LEGO decoration and share at #BuildToGive. In return for the nation’s creativity, LEGO is pledging to donate a LEGO set to a child in hospital this Christmas.

To launch the campaign, content featuring Ronan and Storm Keating has been produced, showing them building their own LEGO decorations and asking builders, experienced and new, to join and share their builds on #BuildToGive. This content will feature on LEGO social channels. LEGO UK has also sent building kits to a number of influencers around the country asking them to build their decorations and encourage their audiences to do the same.

As part of the #BuildToGive programme, children’s charity Fairy Bricks will be aiming to visit 100 hospitals throughout the UK before Christmas Eve to hand out thousands of LEGO sets. Fairy Bricks donates LEGO sets throughout the year but this will be by far their biggest and most ambitious donation drive so far. Volunteers will be selecting and boxing LEGO sets at Fairy HQ before they are taken personally to children.

Says Uma Ramanan, Brand Director: 'We love to see people showcasing their building skills with LEGO bricks and this year’s Christmas campaign is a great way to encourage people to free their imaginations all in the name of a good cause. We are delighted to be working with hospitals around the country to provide extra Christmas cheer to deserving children.'

Builds should be shared on social media using the #BuildtoGive or via the LEGO Life app which can be downloaded for free.

People can also take part in some live decoration building, at one of three shopping centres which LEGO will be visiting and get busy creating alongside other fans. Duncan Titmarsh, the UK’s only LEGO Certified Professional will be in attendance too offering his expert hints and tips as well as lots of ideas if you need some inspiration.

Buchannan Galleries, Glasgow: Sat 25 November 10am-7pm, with Duncan Titmarsh, and Sun 26 November 10am-6pm

St Stephen’s, Hull: Sat 2 December 9am-6pm, with Duncan Titmarsh, and Sun 3 December 10.30am-4.30pm

In addition, 14 LEGO retail stores around the country will be holding decoration building events between 4-6pm on selected dates. The campaign concludes with a Christmas LEGO build, featuring a selection of decorations built at the events and in hospitals, being unveiled in London with Ronan and Storm – all will be revealed on 30 November.

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