As the LEGO Group seeks to expand its reach to girls, Friends and Disney sets will be available in Justice stores in the USA and Canada. On November 10, 300 stores will host a ‘Build & Shop’ event from 6.00pm until 8.00pm. It will be free to attend, with the first 25 attendees getting a special LEGO set to take away.
The partnership continues a collaboration that seeks to “engage even more girls in the lifelong benefits of construction play, such as confidence building, creativity, daring, and problem-solving.” Earlier in 2019, the LEGO Group sponsored the Live Justice Awards, celebrating girls who make a difference in their local communities and encourage others to get involved.
“We are thrilled to expand our partnership with Justice, a brand that shares our same values of inspiring and developing girls and their interests through self-expression,” says Senior Director, Brand Relations at LEGO Systems, Inc, Michael McNally. “The Live Justice mantra of ‘Every Girl. Every Day.’ makes their stores a perfect place to create memorable experiences where girls can get hands-on experimenting with LEGO bricks and then find the perfect LEGO set to continue the fun at home.”
“Our goal is to create inspiring content and engaging experiences that support our Live Justice values and our mission of empowering girls to change the world,” says Jonathan Mugler, Chief Merchandising Officer of Justice. “And our partnership with LEGO Group is an important step in further expanding that mission. Their commitment to providing experiences that provoke creativity and build self-confidence is so important in today’s world and we are excited to bring that to more girls.”
A list of participating stores will be available on shopjustice.com two weeks prior to the event.