With the holiday season approaching, LEGO is launching a new interactive competition known as the “Snow Throw”, the world’s first Transatlantic virtual snow competition for consumers in New York and London who will go head-to-head in this extraordinary competition.
On Nov. 8, Native New Yorker and fashion icon Eva Chen, along with her two children Ren and Tao, threw the first snowball, throwing the snowballs against Millie’s family who were playing at the LEGO Group’s London store in Leicester Square. New Yorkers can try their hand at the experience at the 5th Avenue LEGO store, located at 636 5th Ave.
“Who doesn’t love a snowball contest, especially one playing against the other side of the world! My kids and I had so much fun taking part in the LEGO Snow Throw and throwing the first snowballs for New York. New Yorkers are nothing if not competitive and I hope our London friends across the pond are ready for us to go all out!” said Chen. “What a fun addition to a shopping trip this holiday season. My family and I will definitely be coming back to the LEGO Store, 5th Avenue to help add some more points to the scoreboard—we’re in it to win it!”
In addition to the Snow Throw activation, visitors to the store can also take part in the LEGO Group’s annual Build to Give initiative, where LEGO fans can build a heart from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set to a child in need through charity partners including Save the Children.
LEGO Stores will also be running the LEGO Group’s annual Build to Give initiative – where LEGO fans can build a heart from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set to a child in need through charity partners. Including Save the Children. This year’s ambition is to donate over two million sets worldwide.
The LEGO® Snow Throw will be live in the LEGO 5th Avenue store window throughout the holiday season.