La Vaguada and the LEGO Group aim to encourage play among children, after discovering in a study that a third of the world’s children spend only 2% of their week playing.
The LEGO Group and the shopping center La Vaguada join forces this Christmas season, offering all the people of Madrid and those who visit us these days the opportunity to experience the excitement of these special dates, playing and creating as LEGO® elements.
The activity aims to increase playful moments in families after discovering in a study that a third of the world’s children spend less than 3 hours, just 2% of their week, enjoying themselves while playing.
¿Sabías que un tercio de los niños del mundo pasa solo el 2% de su tiempo jugando? 🥺 @LEGO_Group y @LaVaguada han unido sus fuerzas 🤝para acercar, en estas navidades, la emoción del juego a todas las familias con un impresionante espacio experiencial. ¡No te lo pierdas! 🤗 pic.twitter.com/E5KKndFNIE
— MarketingDirecto.com (@mkdirecto) December 12, 2023In this collaboration, the Danish brand will set up more than 300 square meters of themed area in the emblematic shopping center in Madrid, specifically dedicated to encouraging creative play for children and adults.
Visitors will be able to enjoy the first LEGO® themed Christmas in a shopping mall in Spain from December 1 to January 5, completely free of charge, making it the biggest event in the history of the LEGO Group in a shopping mall in Spain.
The LEGO Group has chosen La Vaguada to celebrate the 40th anniversary of the shopping center and to offer this experience to the more than 3 million people who are expected to pass through the mall during the Christmas period.
For La Vaguada, in the words of its marketing director, Lola Fernández, “the LEGO union is part of the strategy we launched 4 years ago, whereby by associating with the leaders in each sector we can offer a unique and completely memorable experience to each of our visitors, on this occasion especially designed for our families”.
Por un rato volvemos a ser niños y a desarrollar nuestra imaginación gracias al impresionante espacio de @LEGO_Group en @LaVaguada 👾 pic.twitter.com/V79IbM98cK
— MarketingDirecto.com (@mkdirecto) December 12, 2023Two large play and interaction spaces for the public will be available in the Gran Plaza and the Central Plaza of La Vaguada, with pools filled with bricks and LEGO® elements to build – more than 300,000 LEGO® bricks will be waiting for visitors – as well as game tables, buildable murals, exhibition areas and a multitude of sculptures to take pictures with. Among them, a 6.5-meter-tall tree surrounded by a buildable area and a spectacular 6-meter-tall doll stand out.
In addition to free play, there will be different workshops dedicated to the creative development of boys and girls, through playful experiences that promote crucial skills for their adult stage, such as problem solving and teamwork. It will also include a small Christmas-themed exhibition built by the collective of adult LEGO fans of the ALEbricks Cultural Association.
The areas will be open to the public at the following times:
- Until December 22, respecting the school calendar, the activity will be open from Monday to Friday from 5 pm to 8 pm and on weekends from 11 am to 2 pm and from 5 pm to 8 pm.
- From December 23, the LEGO® areas set up in both squares will be open to the public from 11:00 am to 2:00 pm and from 5:00 pm to 8:00 pm.
As if this were not enough, the illusion of the little ones will be enhanced thanks to the visit of LEGO® Santa, the minifigure of Santa Claus in LEGO format, who will appear every Saturday from 6 p.m. to 8 p.m. to take pictures with visitors and listen to everyone’s wishes. In addition, complete play sets will be raffled among all visitors to the activity.
