The Lego Group and Dubai Festival City Mall are joining forces to deliver a first-of-its-kind experience to the Middle East – The Lego Festival & Imagine Show.
Set to launch on Wednesday, the Lego Festival & Show is the largest event organised in a shopping mall by Lego to date, a statement said.
The partnership will see the launch of Festival City’s newest Imagine show – Lego Ninjago Show.
The show has been in construction for over 18 months with entertainment teams from both Lego and Festival City Mall working together to animate a live show that will play daily at Festival Bay.
Steven Cleaver, director, Shopping Centers Dubai, Al-Futtaim Malls said: “The Lego Group was our first choice to work with. The brand is globally recognised as continually innovating and constantly reinventing itself. We wanted to be able to create a 3-dimensional show through Imagine that would transform the Lego Group’s characters like never before seen for audiences.”
Urszula Bieganska, head of marketing, Lego Middle East & Africa, added: “The Lego Group is committed to introducing fun and engaging experiences that families can enjoy together. Having expanded our presence in the Middle East this year with the opening of our new office in Dubai, our primary focus is to bring locally relevant initiatives to the region.
“Our partnership with Al-Futtaim Mall Festival City allows us to create a new channel for this much-beloved experience to come to life for wider audience through Imagine.”
The show will tell the story of one of Lego’s most popular themes, Lego Ninjago, which presents a world where brave young ninjas face down the forces of evil.
Over one million people have now witnessed Imagine, which is among a handful of free attractions organised for shoppers and tourists of Dubai. Previous events including Eid, Diwali and New Year’s Eve, see attendance by more than 25,000 people at Festival Bay.
Currently, nine Lego stores are open across the Middle East.
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