2026 Will Be "A Year Full of Surprises and Memorable Moments" for the LEGO Group
Reflecting on 2025, Christian Pau, general manager for the LEGO Group UK and Ireland says that it’s been a “hugely exciting” year for the brand. Packed with fresh brand partnerships, from Formula 1, to Nike and Bluey – not to mention the continuation of existing collaborations with the likes of Disney, Harry Potter, Star Wars, Ferrari, Marvel and more – each partnership reinforcing LEGO’s commitment to creativity, whilst bringing opportunities to create and build to new audiences.
Christian points to LEGO’s collaboration with Formula 1 as a standout highlight. Spanning DUPLO to more complex builds for children and adults, the partnership allows fans to recreate and reimagine this world of racing like never before.
“The collaboration allowed us to capture the thrill and precision of F1 racing, resonating with fans across the UK and beyond,” says Christian. “One standout moment was the Miami drivers’ parade, where we celebrated the creativity and excitement of the sport in a truly unique way. It was incredible to see the enthusiasm from both fans and drivers, bringing the playful spirit of our brand to such a prestigious event.”
LEGO went on to collaborate with Silverstone to create the trophy for the British Grand Prix, a feat Christian describes as a “remarkable achievement”.
“Creating a LEGO brick-built trophy for one of the most iconic races in the world was a proud moment for us, showcasing our commitment to innovation and creativity. These events not only strengthened our connection with Formula 1 fans, but also highlighted the limitless possibilities of what LEGO can achieve.
“We're thrilled with the impact, and look forward to more exciting ventures in the future!”
Exploring the Joy of Building
For the festive season, the brand looked to continue creating memorable experiences for children and adults alike. Christian shares that the holidays are always a “magical time of year for the LEGO Group”, and that 2025 was no exception.
“Creating memorable experiences was at the forefront for us – our initiatives are designed not only to entertain, but to also foster creativity and learning,” he continues. “By doing so, we ensure that families can come together and enjoy meaningful interactions, which is central to what we do as a brand.”
Expanding these memorable moments beyond simply brick building, the LEGO Group harnessed the power of experiential marketing to bring real-world offerings to life, whilst working closely with its retail partners to ensure each set was readily available to purchase.
“Overall, these considerations were aligned with our mission to inspire and develop the builders of tomorrow, ensuring that the festive season was not only successful in terms of sales, but also in delivering joy and creativity to families across the UK and Ireland.”
One such example saw London’s Covent Garden become home to the ‘Chalet of Play’ this year, with an immersive LEGO experience encapsulating the festive spirit and encouraging guests to get bands-on and be creative.
“We wanted families to step into a world of creativity and fun, where they could enjoy spending time together during the holiday season,” says Christian. “Visitors to our activations typically respond really well to this; they love the opportunity to unleash their imaginations and connect with others in a fun, collaborative environment. It’s fantastic to see both children and adults getting involved, sharing ideas and crafting something unique together. These interactive zones create memorable experiences that often leave lasting impressions, fostering a genuine love for building and creativity.”
Christian adds that the ‘Chalet of Play’ concept aligns with LEGO’s longstanding ‘Build to Give’ initiative. Launched in 2017, LEGO has reached over 11 million children around the world through ‘#BuildtoGive’, donating a LEGO set to children in need of play for every heart built and shared with the hashtag.
“By inviting families to build and donate LEGO sets, we aimed to inspire a sense of giving back,” Christian adds. “It's about using creativity to make a positive impact, ensuring children in need receive a bit of joy and play during the holidays.”
Singer-songwriter Lewis Capaldi was a special guest at the Chalet. Bringing a “unique energy and excitement”, his presence as a real LEGO fan helped to amplify the message of spreading joy and creativity through play. “By tapping into his reach, we connected with new audiences and highlighted how LEGO isn't just a toy – it's about creativity, imagination, and bringing people together,” says Christian.
“Working with him helps us showcase the playful and expressive side of LEGO, encouraging more people to explore the joy of building this Holiday season.”
Looking ahead, fans can expect to see more digital and experiential from LEGO, especially after the ‘Chalet of Play’ garnered a “fantastic” response.
“This positive feedback inspires us to keep exploring experiential events that emphasise creativity and community,” he says. “Seeing how much joy and engagement these activities bring encourages us to plan more interactive experiences in the future.We’re excited to build on this success and continue offering opportunities that bring people together, spark imagination, and create lasting memories.”
So, just what does all of this mean for the year ahead? According to Christian, 2026 is already shaping up to be another exciting year for the brand… although he can’t “spill the beans” just yet.
“We're planning some fantastic developments and have lots of ideas brewing that will keep everyone engaged and inspired,” he concludes.“Our aim is to reach more audiences and continue spreading creativity far and wide. There are plenty of exciting product launches and activations on the horizon, and we’re committed to making sure it’s a year full of surprises and memorable moments.”
