LEGO® Botanicals Launches Global Tour to Reconnect Hearts This Valentine's Day

Reconnect on Valentine's Day with LEGO® Botanicals

This Valentine's Day, LEGO® Botanicals is embarking on a global tour to mend wilting connections, emphasizing the importance of personal interactions in a world increasingly dominated by digital communication.

In a striking finding by LEGO Group, data suggests that while over 5 billion people are engaging on social media and messaging apps, the face-to-face interactions have significantly decreased, with 40% of individuals reporting they communicate more via devices than in real life. This shift highlights the need for reconnection with loved ones, and LEGO is stepping in to reignite those relationships.

The Le Florist Flower Truck Experience

The LEGO Botanicals Le Florist Flower Truck will make its way to major cities across the globe, including New York, London, Paris, and Toronto, celebrated by all forms of love—from soulmates to dear friends and even self-love. Visitors are invited to an engaging and FREE experience that features workshops and interactive activities, allowing them to create their own LEGO Botanical stems.

In this vibrant and colorful mobile flower shop, decorated with stunning LEGO Botanicals, attendees can immerse themselves in beautiful displays and participate in hands-on building workshops. Whether crafting a heartfelt gift for a significant other or simply enjoying a creative afternoon with friends, the event promises fun and meaningful interactions.

For those unable to attend in person, renowned florist Jeff Leatham will host a special LEGO Botanicals workshop starting February 4th on LEGO.com/Botanicals, bringing the floral creativity right into homes.

A Closer Look at Digital Connectivity

The LEGO Group's mission this Valentine's Day is crucial, especially as new findings indicate that replacing real-world interactions with screen time can lead to feelings of disconnect and declining well-being. Alexandra Zamfir, director of Marketing at LEGO Botanicals, emphasizes that the collection is not just a perfect gift to delight loved ones but also an opportunity for families to build lasting memories together.

“The LEGO Botanicals collection invites people to set aside their devices and embrace the joy of creativity,” she stated. “We hope everyone joins us at Le Florist to create enduring memories.”

Join the Celebration Global Cities

The Le Florist Flower Truck will make several stops, creating immersive experiences filled with colorful LEGO flowers. In London, the truck will be stationed at Covent Garden from February 7 to 8, welcoming visitors to explore the colorful displays and participate in free workshops. Meanwhile, in Paris, it will set up at Gare de l'Est from February 13 to 14, allowing more attendees to celebrate creativity through LEGO.

The event isn’t just limited to the main cities. Additional local activations will happen globally. Participants can find events happening near them by visiting LEGO.com/botanicals-truck-tour.

Online Workshop with Jeff Leatham

In addition to in-person workshops, Jeff Leatham will lead an online session starting February 4, allowing enthusiasts to create stunning floral designs using LEGO Botanicals. This experience invites participants to transform their creativity into real floral arrangements, regardless of their level of expertise. Leatham, known for his innovative floral designs, will guide attendees in crafting three stunning LEGO botanical arrangements, including a handheld flower bouquet and an eye-catching centerpiece.

About LEGO Group

Founded in 1932 in Billund, Denmark, the LEGO Group's mission is to inspire builders of tomorrow through play. With products available in over 120 countries, the company continues to connect people through creativity and imaginative challenges. For more information about their unique offerings, visit LEGO.com.

Conclusion

This Valentine's Day, the LEGO® Botanicals tour is more than just a publicity stunt—it’s a powerful reminder of the human connections that matter most. Through the joy of building, creating, and sharing moments, LEGO invites everyone to put down their devices, spark joy, and reconnect with the relationships that enrich their lives. Don’t miss your chance to be part of this delightful experience!