MUMBAI: Innovation is seen as the key to progress and growth– the elusive spark that ignites the next big thing. And amazing creations and innovations all spark from remarkable imagination. But concerned with academic pursuits, adults might unknowingly stifle the growth of kids’imagination - especially as they apply to education and a very narrow definition of success.

With the launch of the #LegoBuildAmazing campaign, the brand sets out to reframe this emphasis, by highlighting a different route to a child’s success in the world – through the freedom to explore, imagine and create. For 80 years, the Lego Group has been the building block catalyst of a generation’s creativity, and with this new platform, it aims to showcase to parents how nurturing a creative mind could help builders of tomorrow make a mark in the world.

The campaign, which will be rolled out across India, Indonesia, Thailand, Vietnam and the Philippines, is set to be a year-long campaign to reflect the brand’s ongoing commitment to inspire and develop children to think creatively and unleash their future potential for success. 

What happens when a child builds with Lego bricks? And what happens when the Lego Group sees the build as a blueprint for creativity that will impact the future? To shine a light on this, the brand took ideas that sprung from kids’pure imagination and turned them into a real, tangible creation.

The event will be in major cities in India in this month, to spark your kids’boundless imagination and take joy in their imaginative creations. Parents can look forward to many fun and exciting activities to promote curiosity and inspire kids to think in new and unconventional ways – including workshops led by adult Lego builders to guide kids in building their very own unique Lego creations.

In addition, parents can snap a picture of their kids’amazing creations, upload onto social media with the event and have the exclusive opportunity to take home Charlie The Chameleon, the lovable campaign mascot.