LEGO® Botanicals Launches Global Tour to Reconnect Hearts This Valentine's Day
As Valentine's Day approaches, LEGO® Botanicals is preparing to spread love and creativity across the globe with its unique initiative, the Florist Truck. Launching in cities such as New York, London, and Paris, the Florist Truck aims to celebrate various forms of love — from soulmates to close friends and even self-love — amidst a significant increase in discussions around feelings of disconnection reported by social media users. With over 5 billion social media users, data indicates an alarming trend: 40% of surveyed individuals now believe they engage more with others through their devices than in real life. This phenomenon leads to feelings of isolation and reduced mental well-being.
In response, LEGO is on a mission to promote real-world connections this Valentine's Day through joyful and engaging experiences, inviting people to step away from their screens and into a world of creativity. The Florist Truck is designed to be a whimsical flower shop on wheels, filled with vibrant LEGO® Botanicals flowers where visitors can participate in free workshops, engage in interactive spaces, and create unique builds that symbolize their relationships.
Each stop on the tour offers opportunities to craft personalized LEGO® Botanicals flowers, whether as heartfelt gifts or just for fun. In addition to the physical events, renowned florist and artist Jeff Leatham will host an online workshop starting February 4, allowing fans worldwide to engage in floral design from home.
This special campaign encourages people to share joyful moments through creative expression, reestablishing the importance of direct human connections within our digital-centric lives. Alexandra Zamfir, marketing lead for LEGO Botanicals, emphasizes that this collection serves dual purposes: to surprise loved ones and to spend quality time together. She highlights that each creation stands as a lasting testament to the affection we build through preparations, much like the LEGO® models themselves, which signify durability and creativity.
The tour kicks off in major cities across the globe, including New York City, Toronto, London, and others. Each venue will feature interactive flower displays and opportunities to engage directly with the LEGO community. The events are not only focused on creating connections through fun activities but also on nurturing a spirit of togetherness that technology sometimes diminishes. The Florist Truck thus embodies an invitation to express affection and creativity with loved ones in a tangible manner.
Fans are encouraged to visit LEGO.com/botanicals-truck-tour to learn more about the upcoming events and the locations for each stop in the tour. Whether it's visiting the truck or joining Jeff Leatham’s online workshop, there are plentiful opportunities to deepen our human connections leading up to Valentine’s Day and beyond. As we immerse ourselves in these creative activities, we are reminded of the joy that comes from building and nurturing relationships — one LEGO flower at a time.
With the LEGO Botanicals collection originally launched in 2021, it continues to inspire builders to connect thoughtfully with nature and each other. Consisting of sets like the LEGO® bouquet and bonsai, and further expanding into a variety of florals, the LEGO Botanicals series emphasizes the significance of personal connections and creative expression.
Join LEGO in this delightful campaign to rediscover the beauty of companionship and creativity this Valentine's Day, celebrating love in all its forms through the art of LEGO building. Let your imagination blossom this February with LEGO Botanicals, as you reconnect with those dear to you, creating memories that will endure just like the LEGO designs crafted with care.