Danish toy brand LEGO is celebrating its 90th anniversary this year, spreading the message of "Come Celebrate Play" to inspire infinite creativity. Continuing this brand concept with the theme "The World is Your Playground," LEGO Taiwan is hosting experiential events in both Taipei and Kaohsiung, creating exclusive LEGO amusement parks. The celebration kicks off today (the 1st) at the 2F Dream Plaza of Uni-President Department Store in Taipei, inviting consumers to join in celebrating LEGO's 90th birthday.
The venue features a gigantic 2-story slide and a variety of amusement park-themed installations perfect for photos. A birthday party cake, magnified 30 times its original size, and a large-scale card installation with sound and light effects make visitors feel as if they've transformed into LEGO minifigures stepping right into a musical greeting card. The event also includes hands-on building challenges, allowing fans to gather, look back at LEGO's 90-year evolution, and enjoy a unique, park-themed birthday party building experience, making it the must-see urban playground landmark of the summer.
Furthermore, a special LEGO-themed MRT train car has been designed, featuring LEGO minifigures from various professions to share a touch of playful fun with daily commuters. Simultaneously, LEGO is launching the highly collectible "90 Years of Play" set, a compilation of iconic sets from throughout the brand's history, taking builders on a journey through 90 years of evolution. Throughout the event, meaningful 90th-anniversary gifts-with-purchase and numerous other special offers will be available for consumers to join the celebration.
LEGO's 90th Anniversary "Come Celebrate Play": Rediscover the Joy of Play and Build a Boundless World of LEGO Fun with Creativity and ImaginationWith its "Come Celebrate Play" initiative, The LEGO Group invites players worldwide to celebrate and experience the power of play. It's a call to unleash creativity, challenge preconceived notions, build imaginative creations, and transform the world into a personal playground for everyone. The campaign emphasizes that play is more than just fun. According to the LEGO 2022 Play Well Study, 95% of parents believe that play enhances family happiness. The LEGO Group further communicates that "Play has always been a vital foundation for humanity. It not only brings joy but, more importantly, helps children develop life skills, strengthens family bonds, and even builds social circles." As the 90th-anniversary celebrations roll out globally, LEGO Taiwan has launched a campaign video based on the philosophy that "The Spirit of Play is the Greatest Treasure." It showcases playful creativity in everyday life, highlighting each individual's unique ingenuity and encouraging everyone to break free from conventions, rediscover their inner child, and embrace play with an open heart.
A 2-Story Giant Slide, a 30x-Sized LEGO Birthday Cake, and Hands-On Building Challenges Arrive in Xinyi District to Celebrate LEGO's 90th BirthdayThis summer, LEGO Taiwan is continuing its brand mission with the "The World is Your Playground" concept, casting a magical spell over the Xinyi District and instantly transforming it into a "LEGO Playground"—a true paradise for children. Located at the Uni-President Department Store in Taipei, the event features a massive 2-story-high LEGO slide, as well as a seesaw and swings, providing perfect photo opportunities for families. A LEGO birthday party is in full swing on-site, complete with a LEGO birthday cake magnified 30 times and a large-scale musical LEGO birthday card photo installation with sound and light effects, making visitors feel like they've stepped right inside. The event also boasts hands-on challenges that test both physical and building skills, including the "CITY Motorcycle Arena," where participants can use CITY STUNTZ bikes to crash through obstacles; "DOTS Colorful Hopscotch," a test of coordination and agility on vibrant LEGO tiles; and the "LEGO Time Machine," where fans can build miniature versions of iconic classic sets from the past 90 years.
Additionally, a LEGO history wall has been erected to showcase the 90-year journey of the brand, taking visitors on a trip down a memory lane of cherished moments. This series of activities is designed to create unique and lasting memories for both consumers and LEGO. The event officially kicks off today and will run until July 17.
Several exclusive gift-with-purchase promotions are also launching simultaneously at the venue. During the event period, visitors who complete the challenges and make any purchase at the pop-up store will receive an event-exclusive "90th Anniversary Mini Car." A purchase of NT$1,600 or more will earn a "3-in-1 Parrot" set, which can be rebuilt into three different animals. A purchase of NT$2,800 will be rewarded with a "90th Anniversary Tote Bag," and a purchase of NT$3,800 will get you the commemorative "90th Anniversary Keychain" to take home. This makes it the can't-miss LEGO playground for kids this summer.
LEGO Fun Train Hits the Tracks: Minifigures Join Commuters to Inspire Creativity and Playful FunTo celebrate the brand's 90th anniversary, LEGO Taiwan has launched a limited-time LEGO Fun Train on the Taipei MRT. Based on the philosophy that a playful spirit is the greatest treasure, the train car's interior is decorated with a variety of LEGO minifigures from different professions and cheerful animals, creating fun reflective illusions for commuters. Through charming and motivational slogans, the design encourages everyone to maintain a sense of playfulness in their daily lives, bringing moments of joy and a knowing smile to passengers. The limited-time LEGO train will be running in the second car of the MRT Bannan Line from July 2nd to July 31st, inviting everyone to unleash their creativity and rediscover the joy of play alongside the LEGO minifigures.
"Unbox Your Playground": Nationwide Designated Stores Join the 90th Anniversary Celebration with Limited-Time Gifts & LEGO® Classic Launches a Set Commemorating 90 Years of Iconic ModelsDesignated stores across Taiwan are also joining the 90th-anniversary festivities. From now until August 14, the "Unbox Your Playground" promotion will be active: with any in-store purchase of NT$1,600 or more, customers will receive the "3-in-1 Parrot" gift, inspiring them to build their own unique and creative models. Simultaneously, the LEGO® Classic line is releasing the truly commemorative "90 Years of Play" set. This special collection features 15 miniature recreations of some of the most popular and iconic sets released since The LEGO Group's founding in 1932. It's a fantastic invitation for fans to review the 90-year evolution of the LEGO brick and a must-have classic for any collector.
【LEGO Taiwan 90th Anniversary Campaign Video】
LEGO® 90th Anniversary | The World is Your Playground on YouTube