LEGO HK celebrates family bonding with charity mobile theatre

LEGO Hong Kong has launched a charitable family-friendly Christmas mobile theatre, inviting children to rediscover the joy of play while providing families with the priceless gift of shared playtime together.

This develops from the LEGO Group's annual holiday "Build to give" initiative, launched in 2017. Fans are encouraged to build a LEGO heart or other creations and share them online using the hashtag #BuildToGive. For each share, LEGO donates a set to a child in need, spreading the joy of play and helping millions of kids develop creativity and life skills.

This year, LEGO Hong Kong has moved to Central Pier to host the Christmas mobile theater titled "聖誕喵的尋星之旅". With the belief that family companionship is crucial in a child's development, 12 shows are scheduled for 13, 14, 20, and 21 December, allowing parents to set aside work and daily tasks to fully engage with their children. Through role-playing, movement imitation, music, and LEGO building, families can immerse themselves in a joyful and imaginative world, enhancing their connection and bond.

This campaign is developed in collaboration with local PR agency 5ives Communications, who originated the creative idea behind the Christmas mobile theatre. The agency led the development of the theatre concept, storyline creation, character design, and the partnership alignment with Stage Edu Net Foundation.

The play is led by LEGO Group's playful holiday character Cataclaws (聖誕喵) and his cheerful elf companions, aiming to provide a joyful family-friendly mobile theatre experience. In collaboration with the neurodiversity advocacy organisation Stage Edu Net Foundation, the theatre's content emphasises inclusive play, ensuring that children of all ages, abilities, and needs can participate and enjoy the fun.

This year’s Christmas mobile theatre promotes family bonding through LEGO play, champions inclusivity for children of all abilities, and highlights charitable contributions to education and development, aligning with LEGO’s “Build to give” initiative.

The theatre is divided into two versions for children aged four to six and seven to 10, with each show lasting around 60 minutes. Cataclaws and three main characters—Snow Elf (雪精靈), Toy Brigade (玩具兵團), and Little Musician (小音樂家)—embark on an adventure around Central Pier, completing various tasks through dance, rhythm, and movement games that promote cooperation and self-expression among the children. They will also learn about the local community in Central.

The experience will culminate in a mini performance, where parents will become the most supportive audience, all set to a festive Christmas music backdrop for a warm and meaningful family time.

To maximise reach and awareness, LEGO Hong Kong is activating a multi-channel promotional strategy that includes earned media outreach, LEGO Hong Kong’s official social platforms, and the communication networks of Stage Edu Net Foundation and affiliated community groups. These channels seeks to ensure the initiative reaches both the general public and families who will benefit most from inclusive play programming.

Interested citizens and families can fill out the online registration form and confirm their spot via email. A donation of HK$100 is required upon registration, with all contributions going to the Stage Edu Net Foundation to support its educational and family development initiatives.

To continue its "Build to give" tradition, LEGO invites everyone to the "Build to bive station" (愛心拼砌站) at Central Pier on the weekends of 13, 14, 20, and 21 December. Attendees can build and donate LEGO hearts, which will be given to Stage Edu Net Foundation and its partners, including the Hong Chi Association (匡智會), spreading love in various forms during the holiday season.

Don’t miss: LEGO and Lok Jai inspire Hongkongers to unwind and reconnect

Back in July, LEGO Hong Kong  teamed up with its beloved minifigure Lok Jai to launch "Let's take a brick" campaign, where Lok Jai popped up at eight spots across the city, inspiring the community to slow down, unwind, and reconnect with the brand through LEGO building.

Led by the LEGO Hong Kong team and developed in collaboration with agency partners on creative execution, it aimed to foster creativity through playful experiences while encouraging families to enjoy shared moments during the summer.

The campaign kicked off with a teaser phase titled “Looking for Lok Jai” ahead of the main activation, where Lok Jai was spotted in unexpected locations both physically and online, sparking curiosity, driving organic social sharing, and building excitement before the actual launch of the campaign.

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