International LEGO Day
Construct creative builds with this beloved, versatile toy, enjoy the hilarious LEGO Movie or visit a LEGOLAND theme park with your family.
Drive January toy sales and family entertainment engagement by positioning LEGO as a multi-generational creative experience across retail, streaming, and experiential channels.
- Build nostalgia: 'Remember your first LEGO set? Share your creation with your kids this January'
- Movie marathon angle: 'LEGO Movie marathon + new set bundle for family game night'
- LEGOLAND promotions: 'January getaway deals for families seeking immersive LEGO experiences'
- User-generated content: 'Show us your best LEGO build—tag #InternationalLEGODay for a chance to win'
Campaign ideas6
- Host 'Build-Off' contest in-store or online where fans submit 10-minute creations with a theme—share winners on social with featured spotlight and reward with accessories or discounts
- Partner with local libraries or community centers for co-branded 'LEGO Night' events on Jan 28—stock brick bins, run building challenges, capture UGC for social retargeting
- Create 'This Day in LEGO History' content series (6-8 posts) leading up to Jan 28, highlighting patent evolution, iconic sets from each decade, and milestones—drives nostalgia angle
- Run limited-edition bundle deal or flash sale (4-6 hours only) tying to the 1958 patent—emphasize 'Golden Hour of Discounts' via email, SMS, and push notifications
- Launch UGC campaign with hashtag like #MyLEGOCreation or #BuildWithUs—incentivize shares with weekly prizes; feature best builds on brand channels to drive social proof
- Create educational content angle: 'How Engineers Use LEGO' interviews or explainer videos (STEM tie-in)—positions brand as learning tool, not just toy
Social angles6
- 🧱 66 years of interlocking magic! On this day in 1958, the iconic LEGO brick patent changed play forever. What's your earliest brick memory? Share it with #InternationalLEGODay
- From wooden toys to 36 billion bricks a year—here's how one Danish carpenter's idea became the world's most powerful brand. Ready to rebuild today? 🏗️
- Adults Welcome! Whether you're 5 or 65, LEGO Day is for all ages. Show us your build using #MyLEGOCreation—retweet/share your masterpiece for a chance to win
- Think you're creative? Build something wild in just 20 minutes for our LEGO Speed Challenge. Tag us with your entry—fastest, funniest, and most inventive all win! 🚀
- What brick moment shaped you? Tag a friend who grew up building with LEGO—nostalgia loop activates here. Share your build memories for a featured story slot
- The patent that changed everything: 1958. The brick that connects generations. Today we celebrate creativity, problem-solving, and the engineers building solutions with bricks 🔨
Ad copy starters5
“66 Years of Building Creativity. Celebrate International LEGO Day—Shop Iconic Sets Now.”
“From Patent to Play: The Brick That Changed Everything. Limited Edition Bundles This Week Only.”
“One Brick Idea. Unlimited Possibilities. Honor 66 Years of Building Together—LEGO Day Deals Expire 11:59 PM.”
“Build Your Story. 1958 Patent. Endless Adventures. Adults & Kids Welcome—Explore Our Full Collection.”
“The Only Toy That Connects All Ages. Celebrate Creativity on International LEGO Day—Shop Before Midnight.”
Tips4
- DON'T: Use generic 'sale' framing. DO: Lead with the heritage angle—the 1958 patent and 66 years of innovation. Nostalgia + creativity beats discounts every time.
- DON'T: Target only kids. DO: Actively market to Adult Fans of LEGO (AFOLs) and gift-buyers. Segment messaging for kids, parents, and collectors separately.
- DON'T: Ask for boring submissions. DO: Create friction-free, time-bound challenges (20-min builds, speed rounds, theme-based contests). Urgency drives engagement.
- DON'T: Go dark after Jan 28. DO: Repurpose UGC and winning builds for 2-3 weeks of content—extends campaign ROI and keeps momentum going.
International LEGO Day is held on the anniversary of the day that Danish carpenter, Godtfred Kirk Christiansen, first submitted his patent for the original LEGO brick in 1958 — but this plastic brick was actually invented in 1949.
Like no other brick that had come before, this toy would have a sophisticated interlocking system to make it strong, versatile, and less likely to fall apart when simply knocked over.
Not one to mess around, Godtfred made sure not only to patent the design for his single LEGO brick, but also to patent the concept of multiple bricks being used together in a building system, and this protected his design from being ripped off by competitors.
Although this day is often seen as the birthplace of LEGO as we know it, the company itself was in fact founded by Godtfred in 1932, creating a variety of wooden toys, and taking the name LEGO from the Danish words “LEg GOdt” which translate to “play well”.
Ahead of their time, LEGO was one of the very first toy manufacturing companies to buy an injection mold machine with which to create plastic toys, a move which shortly led them to create the very first plastic LEGO brick in 1949.
In the 17 years from 1949 to 1966, LEGO grew exponentially into a global company that was retailing in 42 countries. They boasted a product range that now contained 57 LEGO sets and 25 LEGO vehicles and with factories that were producing more than 706 million LEGO elements each year – but the company didn’t stop growing.
In 1967 the LEGOLAND Band was established and in 1968, the very first LEGOLAND opened its doors to the public, attracting more than 625,000 visitors in its first season. Today there are eleven LEGOLANDS across Europe, Asia and the US, with a further four due to open in the next few years.
These days, LEGO is a truly global enterprise, its strong brand identity, and still unique simplistic design, keeps it a favorite amongst children, while its history and versatility make it even more collectible to adults.
Play with LEGO
Perhaps the most obvious thing to do on International LEGO Day is to play with LEGO of course! Grab your old LEGO set, or buy one especially for the day and sit down for a few hours of relaxing and creative fun. If you now have children yourself then make a sculpture together and take a moment to remember how many generations have grown up with LEGO by their side.
Watch The Lego Movie
LEGO has become so iconic that it even has its own movie dedicated to it. In fact, there are now two! Fun for all the family, cozy up on the sofa with some popcorn and watch as LEGO figures come to life in stunning animation.
Visit a LEGOLAND Theme Park
And finally, for perhaps the most immersive LEGO experience, pack your bags and take a trip to one of the many LEGOLAND theme parks. Be wowed by the impressive LEGO structures and ride the exhilarating roller coasters for a day you’ll never forget.