LEGO HK and Kai Fong Tour reconnect with HK communities via play

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LEGO Hong Kong has joined forces with local social enterprise Kai Fong Tour to launch its first “LEGO Build To Give Community Tour”, aiming to foster connections within neighborhoods and spread holiday cheer.

Done in collaboration with 5ives Communications, this initiative is a new dimension of LEGO’s ongoing “Build To Give” campaign, demonstrating how play can bring about positive change in the community.

By recognising the lack of closeness in Hong Kong communities, this initiative seeks to bridge those gaps, connecting people through shared experiences and creativity, said LEGO Hong Kong in a conversation with MARKETING-INTERACTIVE.

“Beyond fostering community spirit, the campaign reinforces LEGO Group’s core values of imagination and play, creating meaningful impact while bringing the superpower of play to those who need it most and passing on the joy of play to children around the world. The campaign targets families with children aged 4 to 12 for walking tours, where participants are invited to build LEGO hearts during the tour and share their creations online using the hashtag #BuildToGive.”

Running from 1 December to 21 December, the campaign includes six tours, featuring three specially designed routes across Hong Kong Island, Kowloon, and the New Territories, allowing children and their parents to discover the unique aspects of the Sai Wan, Kwun Tong, and Shatin communities from a child’s perspective, opening up new possibilities for playful exploration.

The guided tours in Sai Wan, Kwun Tong and Shatin will provide play-related spots in the districts, where children will learn about the history and hidden joys of each location.

Participants can explore the giant murals on the piers of the Kwun Tong waterfront and discover the “fun of art design”, or visit Sha Kok Village to learn about the former rural children’s rest space and experience the “fun of nature exploration and outdoor play”. Additionally, they can visit Shek Tong Tsui Tram Terminal to uncover the “fun of cars and traffic fans”.

Tours will also include visits to local parks, where children and parents can collaborate with others to build their dream parks using Lego bricks. This hands-on activity encourages children to express their ideas, foster new friendships, and enhance communication skills among participants.

At the end of each tour, families will build LEGO hearts at the centres of The Boys’ and Girls’ Clubs Association of Hong Kong (BGCA) in Yau Tong, Sheung Wan, and Tai Wai. These LEGO hearts will be donated to the local community, symbolising the spirit of giving.

The public is also invited to visit the BGCA centres during the campaign period to participate in building and donating LEGO Hearts. Participants can also share their creations on social media using #BuildToGive tag.

LEGO will donate all of the collected LEGO hearts, spreading the joy of creativity and play to families throughout the festive season.

“Through strategic media outreach, engaging social media content, and collaborations with parenting influencers, we effectively amplify our message and enhance community engagement,” said LEGO Hong Kong.

”At LEGO Group, we believe in the transformative power of play to connect communities and inspire creativity. Our collaboration with Kai Fong Tour exemplifies our commitment to bringing joy and meaningful experiences to not just families and fans of Hong Kong, but also children in need of the superpower of play,” added LEGO Hong Kong.

“We recommend to partner with the local social enterprise Kai Fong Tour to create its first-ever 'LEGO Build To Give Community Tour'. This initiative offers families a unique way to connect with their surroundings and each other,” said 5ives Communications.

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