Tag Archives: LEGO

Dubai Festival City Mall and LEGO Middle East have joined forces to bring to the UAE the Middle East’s largest LEGO Festival in celebration of the 25th anniversary of Dubai Shopping Festival. The festival, running from January 8 to March 14, 2020 promises visitors of all ages an exceptional family friendly experience with the array of fun activities its offering and the first ever LEGO Ninjago-themed IMAGINE show. Visitors can enjoy all the activities featured in the seven LEGO zones that include: LEGO City, LEGO Friends, LEGO Duplo, LEGO Ninjago, LEGO Technic, LEGO Architecture, LEGO Shadow Runner and LEGO Jungle. Each of these zones celebrates a popular LEGO brand and offers exciting experiences from building a life-sized sculpture, trains, snow man, fire engine or even a Burj Khalifa model. Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said, “We are confident that launching the Middle East’s largest LEGO Festival will bring an unrivalled experience to our visitors with its fun-packed activities and the thrilling new LEGO Ninjago-themed IMAGINE show. LEGO is one of the most popular global brands that resonates with both children and adults and a key driver to why we decided to bring this phenomenal festival to Dubai on this occasion.” Urszula Bieganska, Head of Marketing, LEGO Middle East & Africa, added, “We have created the seven unique zones at the festival to build genuine connections with visitors through engaging and interactive experiences inspired by their favorite LEGO brands and characters. We’ve tailor-made the festival activities and created a special journey with the aim of ensuring everyone, no matter what age, has an incredible time. Fans of our popular Ninjago characters will enjoy seeing them come to life …

Dubai’s Department of Tourism and Commerce Marketing (DTCM) announced a new partnership with Tencent Games to develop ‘The Map’, featuring Dubai within the successful online game application. LEGO Cube is a sandbox game developed and operated by Tencent Games under the license of the LEGO Group, featuring LEGO bricks, mini-figures, and other iconic LEGO properties. The free-to-download-and-play game offers players an inventive platform to creatively explore and develop Dubai’s famous landmarks in a virtual world on command. This unique offering showcases Dubai Tourism’s continued efforts to provide customised, engaging, and interactive campaigns aimed at keeping the city top of mind for Chinese travellers. The Map, developed and published by Tencent Games, projects the emirate on a virtual platform, allowing players to experience Dubai’s many local and cultural landmarks. As a city renowned for its forward-thinking and futuristic programming aimed at offering visitors exceptional experiences, it is an ideal destination to be incorporated into the innovative platform. The interactive ‘Map’ features some of Dubai’s most celebrated attractions such as Atlantis The Palm, Burj Khalifa, Burj Al Arab, Dubai Frame, Dubai Opera, LEGOLAND Dubai, Palm Jumeirah, Green Planet, La Perle, Ski Dubai, and Al Fahidi Historical Neighbourhood. Players are encouraged to delve into the game to learn more about Dubai’s diverse destination offering, with the added opportunity to build recognisable landmarks with LEGO Cube. Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), commented, “China continues to consolidate its status as one of the city’s top-performing source markets, and we remain committed to engaging Chinese outbound tourists through innovative and highly targeted marketing activities for their future travel plans. This exciting new partnership with Tencent Games leverages the global trend …