NEWS

Lego Group ‘rebuilds’ iconic UK landmarks, as reimagined by kids

Published on: 19th September 2019

Shaftesbury Memorial Fountain, the Birmingham bronze Bull statue and the Lighthouse in Cardiff’s Roath Park undergo a makeover.

The Lego Group has launched Rebuild The World, a global campaign to help nurture the creative skills of the next generation. To mark the launch, iconic landmarks around the UK have been colourfully made-over in Lego brick form, as imagined by kids across the country.

Lego brick sharks were seen jumping out of the Shaftesbury Memorial Fountain in London’s Piccadilly Circus, the famous bronze Bull sculpture outside Birmingham’s Bullring & Grand Central shopping centre was given a rainbow mane and a smiling mouth, and a giant octopus leg was seen emerging from the moat around Cardiff’s iconic lighthouse.

Elsewhere in Central London, a Red Telephone Box was transformed with ears and a toothy grin, and the Girl With Dolphin Fountain was adorned with colourful Lego brick builds, including a fish jumping out of the water, a bright rainbow and suspended globe. In Manchester a white rabbit on a patch of grass sat atop a city-centre tram stop in St Peter’s Square, while in Nottingham, the well-loved Robin Hood Statue had a colourful friend perched atop his shoulder, and his weapon was made to look less threatening with the addition of a shooting star.

Marius Lang, head of marketing UK and Ireland at The Lego Group, said: “We believe that children are born with natural creative ability. They see the world from a unique perspective and have the power to reinvent the world, identifying new solutions and ideas that will shape the future. To bring these children’s dream rebuilds to life on some of our nation’s most famous landmarks is hugely exciting and celebrates what Rebuild the World is all about – creative resilience and inspiration from the next generation of builders, seeing the world through children’s eyes using the Lego system in play.”

Through Rebuild The World, The Lego Group wants to inspire children to unleash their creativity, and kids around the world can also take part by sharing their creations on the Lego Life app or by visiting www.lego.com/rebuild-the-world-challenge.

Families will also have a chance to take part in live Rebuilder workshops across the country, where they can take part in build challenges and unleash their creativity during October half term.

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