#USA #New York #LEGO #ToysRUs #Bricktober

Toys"R"Us Revives Bricktober with LEGO Celebrations in October

In a thrilling announcement for fans of building and creativity, Toys"R"Us® is officially reviving its popular Bricktober event in partnership with LEGO Group. This exciting celebration is set to kick off in the United States in October 2025, with expansive plans for global participation in 2026. The return of Bricktober promises a month filled with engaging activities, spectacular prizes, and unforgettable experiences for LEGO enthusiasts of all ages.

A Month of LEGO-Fueled Fun

The festivities will begin on October 18, 2025, when participating Toys"R"Us stores across the U.S. will host a special LEGO giraffe mini build event. This exclusive in-store activity gives customers the chance to create their own giraffe models, but be sure to arrive early, as supplies are limited! Additionally, every Sunday throughout October, Toys"R"Us will launch new online Bricktober Build Challenges. Fans are encouraged to showcase their creativity by posting their builds on Instagram, tagging the store, and using designated hashtags to enter for a chance to win themed LEGO sets.

Enter the Bricktober Sweepstakes

Running from October 1 to October 31 on Instagram, the Bricktober Sweepstakes is a fantastic opportunity for LEGO lovers to win big. To participate, fans simply need to follow @toysrus, like the official sweepstake post, tag a friend they love to build with in the comments, and share the post in their own Story tagging @toysrus for an extra entry. The sweepstakes culminate in a grand prize of a $1,000 curated LEGO® prize pack for one lucky winner.

Details on In-Store Fun

The excitement doesn’t end there! On October 18, customers can visit flagship locations such as the American Dream in New Jersey, the Mall of America in Minnesota, and Chicago Premium Outlets, among others, to partake in the in-store building event. Each store will offer exclusive giraffe mini builds while supplies last, so it's recommended to check local store timings and participation via www.toysrus.com/bricktober.

Kim Miller Olko, the Global Chief Marketing Officer for Toys"R"Us, shared her enthusiasm for the return of Bricktober, stating, "Bricktober is back—first in the USA and soon around the world! For years, fans have loved this celebration of creativity, and together with the LEGO Group, we're bringing it to Toys"R"Us kids of all ages. This incredible partnership is one important step toward exciting, modern activations coming to Toys"R"Us as our brand continues to grow worldwide."

About Toys"R"Us and LEGO Group

Toys"R"Us has been a global leader in the toy industry for over 70 years, dedicated to enhancing childhood joy and play. Each year, the brand generates more than $2 billion in retail sales through more than 1,500 stores across 35 countries. Known for its beloved mascot Geoffrey the Giraffe, Toys"R"Us continues to innovate and attract new generations of young toy enthusiasts.

On the other hand, the LEGO Group, which inspires builders of tomorrow through play, was founded in 1932 in Billund, Denmark. With a mission to ignite imagination and creativity, LEGO products are now sold in over 120 countries worldwide and have become an essential part of childhood for countless children.

As excitement builds for the return of Bricktober, fans of both Toys"R"Us and LEGO are encouraged to participate in the fun, enjoy the creative challenges, and perhaps even take home some amazing prizes. Mark your calendars for an unforgettable celebration this October!