A ‘first of its kind’ community of adult LEGO fans has been created thanks to a partnership with Majid Al Futtaim Lifestyle.
LEGO Certified Stores Middle East has joined forced with the shopping mall operator to introduce the inaugural Adult Fans of LEGO (AFOL) community to the region.
“Step into the realm of AFOLs, where ages fade into the background, and a shared passion for the iconic interlocking bricks unites a community that transcends professions, cultures, and backgrounds,” states Majid Al Futtaim.
The LEGO Stores Community is described as “a haven crafted by fans for fans, where stress melts away and creativity flourishes”.
A recent ‘Play Well Report’ unveiled by LEGO found that 93 per cent of adults seek respite from the pressures of life, with over 80 per cent on a quest for fresh avenues of relaxation.
For many years, the AFOL movement has surged across the world, birthing communities, events and inspiration-rich media channels.
Brick buddies
In this new collaboration, LEGO Certified Stores Middle East has joined forces with the AFOL community to orchestrate events led by an AFOL Community Lead and a dedicated team of ‘Brick Buddies’.
Self-proclaimed AFOLs include singer Ed Sheeran, who found solace in Pirates of the Caribbean tales, to the likes of Daniel Radcliffe, Orlando Bloom and David Beckham.
There are more than one hundred products in the LEGO sets for Adults collection, from movie magic to architectural marvels.
To learn more about the LEGO Stores Community and connect with Brick Buddies across LEGO Certified Store in the UAE visit lego.yellowblocks.me.
