This holiday season, The LEGO Group is spreading the festive cheer by encouraging the gift of superpowers obtained through LEGO Play. Starting from November through December, The LEGO Group is set to transform three malls into The LEGO Santa’s Superpower Christmas Cove, offering families the chance to embark on a fun-filled adventure and experience the gift of superpowers through LEGO Play.
The festivities are set to take place at Parkway Parade from 20 November to 31 December, Jem from 11 – 31 December, and 313@somerset from 18 – 31 December.
The LEGO Santa’s Superpower Christmas Cove will be open to the public from 12 pm on the first day and will follow the mall operating hours in the subsequent days. And the fun doesn’t stop there – starting from November 1, shoppers can enjoy exclusive discounts on selected LEGO sets both in-store and online, making it the perfect time to embrace the spirit of giving by gifting superpowers through LEGO Play this holiday season.
According to play experts, play is a fundamental aspect of every child’s development, allowing them to acquire crucial ‘superpowers’ and cognitive skills that benefit them now and in the future. The focus on the superpower of play this Christmas season is backed by insights from new research conducted by The LEGO Group across 22 markets in August 2023. The research found that 32% of children worldwide spend less than three hours a week engaging in play, while the average adult spends 26 hours a week scrolling through their smartphones.
Recognizing this global deficit in playtime, The LEGO Group is emphasizing the importance of play for children and is inspiring activities and experiences that gift children with these valuable ‘superpowers’ or skills that will serve them throughout life. The LEGO Santa’s Superpower Christmas Cove is set to offer an immersive and powerful opportunity for everyone to experience the superpower of LEGO Play this festive season.
In collaboration with Lendlease, the mall will be transformed into a Christmas superpower cove, providing countless opportunities and activities for children to discover a range of superpowers.
To kickstart their adventure, each participant will receive a mission card, guiding them through a series of activity stations to help Santa and his Elves get supercharged for Christmas while locating the missing presents. From saving Santa’s falling presents with the superpower of agility to testing their superpower of sharpness in the Christmas Village diorama, families can come together to complete themed challenges and redeem an exclusive Santa Minifigure (while stocks last). With a range of engaging activities, participants can put their superpowers to the test and discover how LEGO Play enhances skills such as coordination, concentration, and attention to detail.
To fully immerse in the Christmas spirit, visitors can also enjoy special appearances and take photos with LEGO Santa Mascots at selected times over the weekends. In the spirit of giving, children can share the joy by participating in the Build to Give initiative. By building a heart out of LEGO bricks, they’ll contribute to The LEGO Group’s donation of LEGO sets to children in need of play through charity partners.
Visitors have the chance to put their superpowers to the test and win attractive prizes with the LEGO Superpower of Speed Challenge, taking place every weekend from 20 November to 24 December at Parkway Parade. Participants must build the designated “build-of-the-week” as quickly as possible to secure a spot on the leaderboard.
The top five fastest builders each day will receive one of the Top 10 LEGO sets of 2023, including favorites like the 43217 ‘Up’ House and 10317 Land Rover Classic Defender 90.
For a meaningful Christmas gifting experience, The LEGO Group has curated the top 10 LEGO sets across themes like LEGO City, LEGO Disney, and LEGO Friends. These sets are designed to help children discover the superpower of play this Christmas.
Other favorites for this year include the 43217 LEGO ‘Up’ House, 10313 LEGO Wildflower Bouquet, 41736 LEGO Friends Sea Rescue Center, and the 42154 2022 Ford GT. To make the season even more special, The LEGO Group is offering a 20% discount on the Top 10 Christmas Sets for adults across all retail channels and a 20% discount on the Top 10 Christmas Sets for children at selected retail channels from 1 November to 31 December.
Families can bask in the holiday spirit together at the 10325 Alpine Lodge, where they can craft a cozy, snow-topped getaway. Additionally, during the event dates at Lendlease, shoppers can receive an exclusive 4-in-1 Christmas Ornament with a minimum purchase of $89, while stocks last.
Share the gift of superpowers with your loved ones this Christmas through LEGO play!
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