Dive Brief:
- The Lego Group is hosting gaming-themed in-store and online workshops for children aged 6 to 12 years old next month, the toy brand announced Tuesday. The effort is part of the company’s workshop series.
- During in-store workshops, Lego’s brick specialists will help attendees build their own “video game level.” In-store workshops are free and take place on Oct. 19 and Oct. 20 at select locations across North America.
- In online workshops, viewers can learn how to build items like controller stands, gamer-tag nameplates and a mini-bear avatar, and will feature gaming pioneer and influencer Kennedy Rose.
Dive Insight:
Lego’s in-store and online workshops are meant to help kids “level up” their creativity.
“The Creativity Workshops are part of the Lego Group’s commitment to championing and standing up for girls’ creativity, with different themes throughout the year including Entertainment, Space, Imagination and now Gaming,” the company said in a statement.
Lego’s online and in-person workshops mark its continued efforts to remain agile. The company introduced new store formats in 2021 with features like its Brick Lab, where customers can build structures in a virtual world, and an interactive storytelling table for adult Lego enthusiasts. The company has also recognized “the role of e-commerce as an important way to connect and reach to more shoppers,” Martin Urrutia Islas, Lego Group’s global head of retail experience, said during the National Retail Federation’s Big Show conference last year.
Amid its efforts to connect with customers online and in-store, Lego has also taken steps toward making its business more environmentally sustainable. Last year, the company announced plans to pour $1.4 billion into its sustainability efforts, a move it made following similar pledges from other toy makers like Hasbro and Mattel. In July, the company introduced its Supplier Sustainability Programme, an initiative in which Lego plans to collaborate with its suppliers to reduce its carbon footprint and push forward its climate goals.
In August, the company said it plans to increase its purchase of sustainably sourced raw materials to cut back on its use of fossil fuels. It also plans to update its supply chain network to bring its manufacturing and distribution networks closer to its largest markets, per its H1 report.
