LEGO HK brings happiness to children and families with Playful Run campaign

LEGO HK has launched a large-scale outdoor “Playful Run” campaign to celebrate the 90th anniversary of the LEGO brand.

Held from 5 to 6 November at West Kowloon Cultural District, the two-day event has welcome over 10K of LEGO fans, families and sports lovers to participate. They were able to enjoy three different kinds of experiences including “Full Speed Run”, “Playful Run” and “Happy Array”.

The campaign aimed to incorporate creativity into running and stimulate participants’ sensations by adding game challenges in the run.

“Playful Run” was the most preferred choice for families and children as they could take on the creative challenges while they were running across the four checkpoints on the map.

“Happy Array” has gained popularity of children as it incorporated field orientation into LEGO building activities, and set up different check-in locations and other leisure activities, along with augmented reality (AR) mission challenges done in collaboration with CSL.

Winners of both "Full Speed ​​Run" and "Playful Run" have received commemorative medals of the campaign. The medals were designed by LEGO professional certified designer Andy Hung, incorporating Hong Kong's unique elements and landmarks. Participants were allowed to build the entire medal by themselves.

Ivan Zeng, general manager of LEGO Hong Kong, Taiwan and Macau said: “The LEGO brand celebrates its 90th anniversary and has been accompanying children to grow up. In addition to celebrating the important moments of the LEGO brand, the Playful Run campaign is more important to bring happiness to every citizen and family in Hong Kong.”

Previously in August, LEGO has collaborated with "Walk In Hong Kong" to launch the campaign titled “Playing and creating around Hong Kong”  which brings LEGO's bricks into real life to educate HongKongers on the powers of preservations.  The campaign is in light with LEGO’s 90th anniversary, and global celebrations have already commenced with the theme of “Make the World a Playground”.

In Hong Kong, the campaign aims to invite HongKongers to ride a LEGO special double-decker bus full of Hong Kong elements and giant LEGO mini figures, where participants can enjoy Hong Kong’s amazing scenes via various creative routes on Hong Kong Island, in Kowloon and in the New Territories.

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