Lego Systems wants families to hit the bricks this summer. In July, the North American division of The Lego Group will officially kick off its Lego World of Creativity tour, a hands-on building experience hitting five US stops in 2017.
On top of new interactive building activities, the tour also features family-favorite Lego experiences designed to inspire creativity. Build and play features include The Big City, where kids can make custom Lego vehicles to race down ramps, and Outer Space, where creations are gravity-tested.
Launched in partnership with global events company GES, the tour will debut in Savannah, Georgia from July 7 to 9. It will then head to Albuquerque, New Mexico; Tacoma, Washington; Boise, Idaho; and Madison, Wisconsin.
Seven three-hour sessions will be held at each tour stop over three days. The event requires timed-entry tickets, which are available for purchase at worldofcreativity.lego.com. The tour will continue in 2018, with additional stops to be announced later this year.
The Lego Group reported its highest-ever annual revenue in 2016, and the company continues to build up its brand extensions. In January, Lego launched its free app-focused social network Lego Life, which gives kids under the age of 13 a safe online platform to bridge their physical and digital play experiences.