The LEGO Group launches City of Tomorrow campaign

The LEGO Group is asking children in the Middle East and North Africa to build the City of Tomorrow as part of a promotional campaign.

As part of a campaign in the MENA (Middle East and North Africa) region, the LEGO Group will give children the opportunity to gets hands on with bricks and build their ideal city of the future. The basis of the traveling exhibition will be a core display showcasing a current city, with children then adding their own models that depict the City of Tomorrow.

“I am so fascinated to see what children will imagine and produce. Children have unlimited bounds of imagination and creativity, there is no better way to step into the future then to get the youth of today involved in creating truly meaningful and expressive concepts that will have a direct effect on their lives,” said Urszula Bieganska, the LEGO Group’s Marketing Manager for the region.

As well as building creatively, children will be encouraged to think about their ideal future world – such as how space, nature, transportation and power should fit into it. These will be used as jumping off points to have them think about the ethical issues around building a better tomorrow. Once the young builders have completed their model, they can submit a photo along with an explanation of how it will influence a future city, with the chance to win LEGO City prizes.

From March 16 to 24, children can get hands on and build their ideal City of Tomorrow at LEGOLAND Dubai, before heading to the DFC Mall from March 26 to April 2. After that, the build activity will move around the region to give more young fans the chance to get involved.