Lego brings the spirit of Ramadan to Campaign Middle East office

The world-famous toy brand wants friends and families to bond in a different way this Ramadan


LEGO took the personal touch to highlight its Ramadan campaign, visiting the Campaign Middle East office to indulge in some brick and team building.

The LEGO MEA General Manager Kristian Imhof met the editorial team, armed with a pile of colourful bricks for a unique interview and play session.

The thinking behind the exercise is that Ramadan is not just about fasting and feasting, it is about community – building ties, bridging gaps, and opening your heart to everyone. But in this day and age, it is hard to even keep up with friends and family, let alone the wider community.

Why? Lack of time. There are so many distractions in the modern world that it becomes very important that we rekindle the warmth of human connections especially during this month. LEGO’s ethos is one we definitely believe in.

“The occasion is also highly associated with giving, but we shift focus from giving only material things to giving something even more valuable – our time. Bonding over LEGO play after Iftar is an inclusive activity that can bring unlikely people together with a common goal – to build something together,” it said.

According to the Play Well Report 2022 commissioned by the brand, 89 per cent of parents in the UAE say that LEGO play builds stronger family bonds and 83 per cent of adults in UAE say that LEGO play is a fun activity for the whole family and for friends.


A single LEGO brick was extended as an invite to Campaign Middle East, ahead of a light-hearted session and Q&A. The unique approach to outreach reflects the brand’s profound commitment to fostering deeper ties within the community.

Personally delivering these invites made a big impression on the team, and also showcased the power of collective achievement and unity.

Imhof said: “Our aim is to weave a rich tapestry of communal bonds this Ramadan, reinforcing the timeless value of togetherness, creativity, and the joy of building a better world, one brick at a time. In doing so, we not only celebrate the spirit of Ramadan but also highlight the enduring power of play to bridge divides, inspire collaboration, and build a more connected and understanding community.”

The LEGO MEA General Manager answered questions from Campaign Middle East about Adult Fans of Lego (AFOL), movie franchise tie-ins, gaming partnerships and sustainability. Imhof and his team, including Dzila Dik, its Masterbrand Marketing Lead, Marketing MEA, will be visiting a number of offices for the personal-touch ahead of Ramadan.

In December, the toymaker launched a new game called LEGO Fortnite in collaboration with Epic Games. The game is designed for people of all ages and “aims to encourage creativity, experimentation and collaboration through play”.

In a statement, it said that the LEGO Fortnite was the first experience to come from the partnership with Epic Games. It also indicated that they would launch more LEGO-themed games inside Fortnite starting early next year.

When it comes to sustainability, LEGO’s aim is to have all of its packaging to be made from responsibly sourced materials that are either renewable or made from recycled content by the end of 2025.