The LEGO Group has detailed the expansion of its brand partnership with the US retailer, Justice, in its bid to engage more girls with creative play.
Beginning this month, LEGO Friends and LEGO Disney building sets will be sold in Justice stores across the States, including sets based on the upcoming film, Frozen 2. On November 10, an after-hours Build & Shop LEGO building event will take place in 300 Justice stores.
Girls can participate in the event for free and the first 25 attendees will receive and build a special LEGO set to take home. A list of participating stores can be found on shopjustice.com two weeks prior to the event.
“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,” said Michael McNally, senior director, brand relations at LEGO Systems, Inc. “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.”
Jonathan Mugler, chief merchandising officer of Justice, added: “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.
“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.”
In partnering with Justice, LEGO Group aims to engage even more girls in the lifelong benefits of construction play, such as confidence building, creativity, daring, and problem-solving.
Earlier this year, the toy brand engaged Justice’s Girls with Heart Ambassadors and their parents in hands-on creative building at the retailer’s annual Live Justice Summit. Then, the LEGO Friends brand was a sponsor of the Live Justice Awards, recognising and celebrating girls who make a difference in their local communities while inspiring others to do the same.