The Lego fans in the portrait photo shoot were aged 1 to 90 and included former England footballer Peter Crouch and model Ellie Goldstein.
The Lego Group enlisted the help of celebrity photographer Rankin to celebrate 90 years of Lego with fans aged 1 to 90 years taking part in a special photo shoot.
Hundreds of fans shared their stories of what Lego play means to them to be in with a chance of being photographed by Rankin, best known for his iconic celebrity portraits including the Spice Girls, David Bowie and The Queen.
They include Lego designers Matthew Ashton and Amy Corbett, plus familiar faces including model Ellie Goldstein; Glow Up judge Dominic Skinner and former England footballer and BBC podcast host Peter Crouch.
The line-up also features Lego lovers from around the country, from eight-year-old Boaz and his Grandpa Paul, who says Lego play has come a long way since he was a young boy, to 11-year-old Elijah who enjoys creating fantasy worlds and 45-year-old Kev Gascoigne, of Fairy Bricks which donates Lego sets to children’s hospices and hospitals.
Peter said: “Lego play has always been in my life. From a young age I’d build football stadiums – little goals, bricks to make the lines around the edge of the pitch and mini-figures as players for the match.
“Now, as a dad of four, Lego building is firmly back in my life and everywhere in our house. My kids love to build – it’s something they’ve all been into at one point or another. Lego Ninjago is very popular in our house, some of the things the kids build are so intricate, it really amazes me how it captures their attention. I try to get involved but they normally send me away – I’m definitely better with my feet than my hands.”
Photographer Rankin said, “I’ve captured some playful photography in my time, but this campaign has been a truly special one to be involved in. There aren’t many brands who have stood the test of 90 years, have fans across all ages and which still manages to excite and inspire people across the world to be creative every day.”
The 1-90 portraits can been seen on outdoor media in cities around the UK and at lego.com for the next two weeks. They form just one element of a whole summer of celebration for 90 years of Lego play with other highlights including:
- Celebrating the role of play in the lives of world-renowned creatives such as Alicia Keys, Yotam Ottolenghi and Peggy Gou
- Bringing Lego fans and families together for an exciting look behind-the-scenes of Lego HQ with Lego Con
- Recreating iconic LEGO models with the Lego Classic 90 Years of Play, and two new sets that reimagine original classic themes: the Lego Lion Knights’ Castle and the Lego Galaxy Explorer, which were revealed through a touching reunion of LEGO families.
- A ‘What Brick Are You?’ quiz available on Lego.com, Lego social media channels and Lego Life
- The (re)opening of the world’s biggest Lego store in Leicester Square on The Lego Group’s 90th birthday itself, 10th August
The portraits can be viewed at www.lego.com/90-years-of-play/90-builders and will also be displayed in Manchester, Glasgow and various London locations.