The LEGO group PH celebrates 100 years of Disney with new partnership

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The LEGO Group is partnering with Disney to commemorate Disney’s 100-year anniversary with the aim of uniting LEGO and Disney fans around the Philippines through creative play, according to The Manila Times.

Cris Opena, the senior brand manager of Ban Kee Trading, which is the LEGO group’s Philippines distributor, reportedly said that Disney is part of millions of people’s childhood and collective memory, and therefore, with the celebration of its 100th year, the LEGO group aims to bring the same joy that people feel when watching their favourite Disney movies.

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A limited-edition LEGO Disney set is said to be up for grabs for Disney aficionados who will have the opportunity to win it with a minimum spend of P 6000.

The LEGO group has also partnered with Disney globally to celebrate 100 years of the latter’s operations. Using the medium of the LEGO brick, the two long standing partners plan to honour fan-favourite Disney moments, capture the magic of exciting new Disney stories, and bring friends and families together to dream, build and create with magical new LEGO Disney products and play experiences unveiled throughout 2023.

“Since we launched our first LEGO DUPLO Winnie the Pooh range in 1999, LEGO Disney has inspired joyful play for Disney and LEGO fans of all ages. From voyages across high seas and valiant quests, to the mesmerising magic of Disney Princess castles, LEGO Disney has enchanted families around the world by bringing fantasy to life and inspiring new adventures using the LEGO brick.” said Casper Rafn Voigt, head of product for LEGO Disney at the LEGO Group. “We’re honoured to be collaborating with Disney to celebrate this momentous occasion as we continue to create magic and unforgettable storytelling experiences together,” he added.

Earlier this year, the LEGO Group celebrated pride month with an "A-Z of Awesome" campaign which used LEGO builds to celebrate inclusivity and embrace self-expression in the LGBTQIA+ community.

The alphabet A-Z will be developed in creative LEGO creations to help LGBTQIA+ families use play to have open conversations about their identities. For the alphabet to be created in the most authentic and meaningful way possible, the designs of each letter will be created by members of the LGBTQIA+ community, including LEGO fans, young and old, members of the community and LEGO employees.

Launching during Pride Month, the alphabet aims to build understanding and acceptance of the LGBTQIA+ community and the different abbreviations used.

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