For many people around the world, the holiday season is a time for togetherness and laughter,but for a lot of families it can be a challenging period. To help make the holidays brighter for children in need of play, in its first Middle East wide launch, the LEGO Group is encouraging everyone to grab their bricks and build a star -small, big, or wonderfully weird – to help pass on the joy of play as part of its Rebuild the World #BuildToGiveinitiative.

For the first time in the region, #BuildToGive will invite fans and families to come together and get creative to make a difference. According to the LEGO Play Well study, 96% of parents think that play helps strengthen family bonds[1], with #BuildToGive providing the perfect opportunity to play and have some fun together, whilst helping give another child a joyful play experience.

For every star built and shared on social media using the hashtag #BuildToGive before the end of December, the LEGO Group will donate a LEGO set to a child in need, giving children in hospitals, children’s homes,and vulnerable communities the chance to play this holiday season.

Last year, the company donated more than 1 million sets, and wants to take that even further this year, with a goal of bringing LEGO play to 1.5 million children around the world. The sets are distributed through the LEGO Group’s network of local charity partners in 29 countries around the world, including the UAE.

“For generations and across cultures, people far apart have felt connected to one another while looking at the same starry sky. That’s why we’ve put them at the heart of our #BuildToGive initiative this year – to connect families around the world through play at this time of togetherness and celebration,” said Kathrine Kirk Muff, Vice President of Social Responsibility at the LEGO Group. “Over the last four years, thanks to fans and families around the world, we have donated millions of LEGO sets to children in need of play through #BuildToGive. This year will be our biggest to date, as we aim to share the gift of LEGO play with 1.5 million children and hope that everyone from little builders to expert ones have some festive fun building stars while taking pride in the fact they are helping to make a difference.”

The #BuildToGive campaign is just one example of how the LEGO Group works with a range of charity partners and the LEGO Foundation to bring play to children in need in communities around the world. These programs provide children with opportunities to develop life-long skills such as problem solving, collaboration and communication to help them succeed in the future. In 2022, the LEGO Group aims to reach eight million children around the world with learning through play.

The LEGO Group is launching #BuildToGive with a global campaign video showing families coming together to build their stars. The #BuildToGive page on LEGO.com will be filled with building inspiration as well as star building tips to help families to get their creative juices flowing.

You can find out more information about the campaign and how to get involved at  LEGO.com/BuildToGive.

Tag @legomiddleeastin your star builds on Instagram and Facebook and use the hashtags #BuildToGive #LEGOMiddleEast #BuildToGiveMiddleEast.