LEGO celebrates its 50th anniversary with a nine-month integrated campaign set in Australia. The Festival of Play will feature a whole calendar of events that encourages both the young and old across the country to join in celebrating LEGO through play. Between April and December of this year, the Festival of Play will launch various digital, social, and experiential events inspired by the famous toy. A central hub – LEGOFestival.com.au – will broadcast monthly calendar initiatives and other information.
The celebration kicked off with a introduction video, complete with stop frame animation, that tells the story of how LEGO founder John Peddie started his legendary construction brick empire. A week later, LEGO revealed a real-life LEGO Forest — the first major activity of the Festival of Play. Located at Martin Place, Sydney, the forest is made up of 15 scale models of the iconic pine tree and flower model sets and will be on display for three days.
Check out a video of the forest below: