For its holiday windows in New York and London, the Lego Group has deployed interactive technology that allows visitors to have a digital snowball fight with their peers across the pond.
Families visiting the Lego store on New York City’s 5th Avenue and the store in London’s Leicester Square can participate in the big Lego Snow Throw, which will be live throughout the holiday season. The goal? To see which store can throw the most digital snowballs. A live leaderboard featured in Lego store windows will track which city has launched the most snowballs and collected the most points.
Lego celebrated the launch in New York with Instagram exec Eva Chen and her children, who took on influencer Millie Mackintosh and her family in London.
The Snow Throw is part of the Lego Group’s wider Play is Your Superpower campaign, which was developed to inspire adults to prioritize play in their daily lives — and to give the kids in their lives the gift of play, too.
In addition to the Snow Throw, store visitors can participate in Lego’s annual Build to Give initiative by building a heart from Lego bricks and uploading their photos to social media with the hashtag #BuildtoGive. For each creation shared, the Lego Group will donate a play set to a child in need through charity partners like Save the Children. The goal is to donate more than 2 million sets worldwide this year.