Celebs and their families attended The Lego Group’s festive launch event at the world’s biggest Lego store in London.

Sam Faiers, Binky Felstead, Lydia Bright and their families were amongst the guests who attended the Lego Group’s Christmas launch event at the world’s biggest Lego store in Leicester Square. Other guests who got into the festive spirit included Ashley James, Joe Sugg, James Buckley, Annie Mac and more.

Attendees and their loved ones celebrated the first festive event at the newly refurbished Lego Store by getting hands on with a number of Lego play experiences including making their own Lego Minifigures and taking part in The Lego Group’s annual Build to Give initiative – where Lego fans from anywhere in the world can build a gift from Lego bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the Lego Group will donate a set to a child in need. This year’s ambition is to donate over 2m sets.

Attendees were also able to see first-hand the Lego dress worn by Katy Perry in The Lego Group’s ‘Build a Playful Holiday’ advert, and could also try on the matching Lego headbands and necklaces.

Since reopening, the new-look Lego Store Leicester Square has welcomed Lego fans from across the UK and beyond. Guests have delighted in immersing themselves in the Lego world surrounded by 3D builds inspired by Britain, and enjoying play experiences such as the Tree of Discovery where visitors of all ages can explore a magical wonderland hidden inside.

As part of the Lego festive campaign this year, the brand has also asked kids from the UK to share their ideas for how they’d reimagine the festive season. The initiative will see kids’ ideas brought to life in Lego bricks at a variety of locations, including Lego stores and Lego Discovery Centres this festive season. Kids will also have their ideas showcased in an episode of the Lego Group Channel 4 mini-series, hosted by Katherine Ryan on Saturday 19th November.