Supporting the Creation of Creative Play Content
LEGO Korea announced that it held the inauguration ceremony for the second term of the family ambassador program "LEGO Builders Club Kids" at its headquarters in Gangnam-gu, Seoul, on February 27.
The "LEGO Builders Club" is an ambassador program launched in 2025 to promote the LEGO Group's core value of "learning through play." Within this, "LEGO Builders Club Kids" is a family participation program that helps families experience LEGO play together and expand these experiences into creative content. Following the first term last year, the program is now entering its second term this year.
At the 'LEGO Builders Club Kids' 2nd Launch Ceremony held on the 27th at LEGO Korea headquarters in Gangnam-gu, Seoul, participants are taking a commemorative photo. LEGO Korea
The newly selected second-term members, totaling 40 participants, will share their unique play experiences through creative content using LEGO play over a 10-month period from March to December. For their activities, they will receive exclusive benefits, including LEGO products worth 2 million won per year, special birthday kits, and early access to news about new products.
The inauguration ceremony included an ambassador appointment event and programs that enabled communication with LEGO Korea employees. The event began with a welcome speech by Soren Morup, Executive Director of Marketing at LEGO Korea, followed by introductions to major LEGO series, assembly experiences, and an office tour, all designed to deepen understanding of the LEGO brand. There was also a creative class with Vant (Kim Seungyu), one of only 24 officially certified LEGO artists in the world.
A LEGO Korea representative stated, "We hope this will be an opportunity for families to experience learning through LEGO play together and inspire more children in a positive way."
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