The LEGO Group’s popular experiential destination, LEGO House will be a hotbed of imagination and conversation around sustainability and biodiversity this year thanks to the introduction a new Blue Zone designed to inspire Learning through Play.

Part of the LEGO Group’s Build the Change initiative, the launch has been billed as ‘the most ambitious addition to LEGO House’ since its opening in 2017. Situated in Billund, in Denmark, LEGO House offers fans ‘the ultimate LEGO experience.’

New Build the Change activity in the House’s Blue Zone has been two years in the making and launches with the aim of providing ‘a meaningful avenue for guests to articulate their aspirations for the future.’ The Zone has been designed to ignite and inspire conversation around sustainability and biodiversity.

“LEGO House is divided into Experience Zones, designed to build the five flexible skills that children learn while playing, helping them take on the future with confidence,” said Katherine Kirk Muff, managing director of LEGO House.

“With this new activity, we have truly gone the extra mile to develop a uniquely purposeful experience that our guests have never seen anything like before. The Build the Change programme is all about giving children a voice and providing a playful and hands-on approach to current topics.”

Challenges that visitors to LEGO House’s Blue Zone will be faced with include – but certainly are not limited to – devising an eco-friendly vehicle that operates on banana peels. Once a design has been crafted, a minifigure awaits to digitally capture the creation and learn about the unique design concept. The LEGO vehicle is then digitally animated and displayed on screen for children and families to watch and engage with.

The experiential activity zone has been designed to change and evolve as topics change and evolve over time. The sustainability theme has been introduced to capture the current mood among LEGO fans and customers towards environmental impact. It also follows a spate of announcements from the LEGO Group that includes a $1.4bn investment in sustainability research and the launch of a pilot LEGO Replay LEGO brick take-back initiative here in the UK.