World’s first transatlantic Snow Throw

Take part in the world’s first transatlantic Snow Throw, an interactive snowball contest that will allow customers at the flagship NYC 5th Ave store to go head to head in a friendly contest with the brand’s London Leicester Square store to see who can throw the most digitized LEGO snowballs. A live leaderboard featured in the store windows will be tracking which city has managed to launch the most snowballs. The NYC store will face off against the LEGO Group’s London store in ​​Leicester Square to see who can throw the most snowballs throughout the holiday season.

In addition to the Snow Throw activation, visitors to the store can also take part in the LEGO Group’s annual Build to Give initiative – where LEGO fans can build a heart from LEGO bricks and upload it to social media with the hashtag #BuildtoGive. For each creation shared, the LEGO Group will donate a set to a child in need through charity partners including Save the Children.