The LEGO Group is set to bring an interactive fan experience to Rockefeller Center in New York on July 6, as World Cup excitement builds across the United States.
With the World Cup Round of 16 well underway, tournament fever is growing across the U.S.A., especially with the national team still in contention. New York – one of the joint hosts of the final alongside New Jersey – is a fitting location for the LEGO Group’s latest fan activation.
With the event starting at 9am EDT, visitors can expect the unveiling of a collaborative mystery mural, where fans will place one brick each to gradually reveal a large-scale mosaic.
Fans will also be able to design their own jerseys, similar to the 43033 2026 U.S. Soccer National Team Jersey set, and display them on a dedicated wall. Additional activities include a trophy photo opportunity, while LEGO Insiders members can take home an exclusive gold brick keychain, available while stocks last.
The event will also feature the Champions Garden, showcasing LEGO-inspired floral displays by NYC-born artist Mr Flower Fantastic, who has previously collaborated with the LEGO Group on projects such as the Piece by Piece movie, and with figures including Serena Williams and Lionel Messi.
Attendees will also be able to shop the LEGO Editions range on site, including sets such as 43012 Cristiano Ronaldo – Football Highlights, 43011 Lionel Messi – Football Highlights, and 43020 FIFA World Cup Official Trophy.
While there is no set end date for the LEGO event, the Rockefeller Center is hosting a wider series of World Cup-themed activities – including live match screenings and a dedicated football pitch – which run until July 19, so it will likely end on or before that date.
The LEGO Group has hosted several fan activations across North America for the World Cup including Vancouver and Atlanta, with New York now the latest stop on the tour.
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