Latest news with #AFOLs
The Advertiser
28-06-2025
- Entertainment
- The Advertiser
'The joy of LEGO': fun for all ages at Newcastle Brickfest
Generations of children have a LEGO story to tell. Kevin Evans, now an adult, is no exception. "Like many kids, my earliest memories are filled with the joy of LEGO sets received for birthdays and Christmases. Back then, the bricks were simpler yet just as magical, connecting seamlessly with today's intricate designs - a testament to LEGO's timeless genius," he tells Weekender from his home in Anna Bay. "As I entered my teenage years, other interests took hold, and my beloved bricks quietly slipped into storage for a long 30-year hiatus. "Then, about 15 years ago, fate (or perhaps a very clever gift-giver) intervened. Our son received a LEGO set for his birthday, and as I sat down to help him build, something clicked back into place. A few months later, he excitedly showed me the magnificent Tower Bridge set. That was it. I had to have it!" LEGO brought the Evans family together. It became a shared family passion. "Wearing her dedicated school fundraiser hat, my wife spearheaded our very first fundraising event in 2011 for our son's primary school. The success was incredible, and soon, other schools and organisations began approaching us, eager for us to bring the brick magic to their communities," Kevin says. "It was this amazing momentum that led us to officially form Rainbow Bricks in 2013, turning a family hobby into a vibrant community group, all built on the enduring love of LEGO." Rainbow Bricks is a Recognised LEGO User Group, which is a formal designation given by The LEGO Group to a community of Adult Fans of LEGO (AFOLs). This recognition is part of the LEGO Ambassador Network, which is a program designed to foster collaboration between LEGO and the global fan community. Rainbow Bricks was officially recognised by LEGO in January 2014 and is a not-for-profit organisation dedicated to bringing together AFOLs and their families. "We have over 130 members and focus on building camaraderie, collaborative experiences and fundraising for our charity partners," Kevin says. "Anyone can display with Rainbow Bricks and share their love for LEGO. To become a member of Rainbow Bricks, you need to have displayed twice at our events before we will invite you to become a member." Rainbow Bricks is primarily an adult community, but its events are family-friendly, and many member families display together. Newcastle Brickfest is Rainbow Bricks' flagship event, held annually at locations across Newcastle, the Central Coast, Hunter Valley and the Mid North Coast. It is considered one of Australia's premier LEGO fan events and is the largest in NSW. This year's event, on July 5 and 6 at Newcastle Racecourse, will feature more than 270 tables of LEGO creations and raise money for John Hunter Children's Hospital Kids Club. "Last year, we managed to donate over $30,000 to the Kids Club, which was used to purchase additional equipment for the hospital," Kevin says. "This year, we're running the event over two full days and have added a Sensory Section for anyone who finds the crowd a bit overwhelming. "You'll see original creations from some of Australia's best builders, including a few LEGO master builders, and builders who have been featured in the LEGO House's displays of Masterpiece Builds in Billund, Denmark." The dedicated Sensory Section will be operational on Sunday, July 6, 9am to 10.30am, offering a calm and welcoming environment for individuals with sensory sensitivities. Brickfest 2025 activities will include: What is it about LEGO that has proven so enduring, I ask? Why do people love it so much? "It encourages imagination for all ages," Kevin replies. "LEGO has a versatile design, meaning bricks from any era interlock, fostering endless creativity. They are high-quality bricks that withstand the years of play. It also aids children's fine motor skills and enhances their problem-solving abilities, and many adults revisit LEGO through fond childhood memories, providing engaging, screen-free fun." Generations of children have a LEGO story to tell. Kevin Evans, now an adult, is no exception. "Like many kids, my earliest memories are filled with the joy of LEGO sets received for birthdays and Christmases. Back then, the bricks were simpler yet just as magical, connecting seamlessly with today's intricate designs - a testament to LEGO's timeless genius," he tells Weekender from his home in Anna Bay. "As I entered my teenage years, other interests took hold, and my beloved bricks quietly slipped into storage for a long 30-year hiatus. "Then, about 15 years ago, fate (or perhaps a very clever gift-giver) intervened. Our son received a LEGO set for his birthday, and as I sat down to help him build, something clicked back into place. A few months later, he excitedly showed me the magnificent Tower Bridge set. That was it. I had to have it!" LEGO brought the Evans family together. It became a shared family passion. "Wearing her dedicated school fundraiser hat, my wife spearheaded our very first fundraising event in 2011 for our son's primary school. The success was incredible, and soon, other schools and organisations began approaching us, eager for us to bring the brick magic to their communities," Kevin says. "It was this amazing momentum that led us to officially form Rainbow Bricks in 2013, turning a family hobby into a vibrant community group, all built on the enduring love of LEGO." Rainbow Bricks is a Recognised LEGO User Group, which is a formal designation given by The LEGO Group to a community of Adult Fans of LEGO (AFOLs). This recognition is part of the LEGO Ambassador Network, which is a program designed to foster collaboration between LEGO and the global fan community. Rainbow Bricks was officially recognised by LEGO in January 2014 and is a not-for-profit organisation dedicated to bringing together AFOLs and their families. "We have over 130 members and focus on building camaraderie, collaborative experiences and fundraising for our charity partners," Kevin says. "Anyone can display with Rainbow Bricks and share their love for LEGO. To become a member of Rainbow Bricks, you need to have displayed twice at our events before we will invite you to become a member." Rainbow Bricks is primarily an adult community, but its events are family-friendly, and many member families display together. Newcastle Brickfest is Rainbow Bricks' flagship event, held annually at locations across Newcastle, the Central Coast, Hunter Valley and the Mid North Coast. It is considered one of Australia's premier LEGO fan events and is the largest in NSW. This year's event, on July 5 and 6 at Newcastle Racecourse, will feature more than 270 tables of LEGO creations and raise money for John Hunter Children's Hospital Kids Club. "Last year, we managed to donate over $30,000 to the Kids Club, which was used to purchase additional equipment for the hospital," Kevin says. "This year, we're running the event over two full days and have added a Sensory Section for anyone who finds the crowd a bit overwhelming. "You'll see original creations from some of Australia's best builders, including a few LEGO master builders, and builders who have been featured in the LEGO House's displays of Masterpiece Builds in Billund, Denmark." The dedicated Sensory Section will be operational on Sunday, July 6, 9am to 10.30am, offering a calm and welcoming environment for individuals with sensory sensitivities. Brickfest 2025 activities will include: What is it about LEGO that has proven so enduring, I ask? Why do people love it so much? "It encourages imagination for all ages," Kevin replies. "LEGO has a versatile design, meaning bricks from any era interlock, fostering endless creativity. They are high-quality bricks that withstand the years of play. It also aids children's fine motor skills and enhances their problem-solving abilities, and many adults revisit LEGO through fond childhood memories, providing engaging, screen-free fun." Generations of children have a LEGO story to tell. Kevin Evans, now an adult, is no exception. "Like many kids, my earliest memories are filled with the joy of LEGO sets received for birthdays and Christmases. Back then, the bricks were simpler yet just as magical, connecting seamlessly with today's intricate designs - a testament to LEGO's timeless genius," he tells Weekender from his home in Anna Bay. "As I entered my teenage years, other interests took hold, and my beloved bricks quietly slipped into storage for a long 30-year hiatus. "Then, about 15 years ago, fate (or perhaps a very clever gift-giver) intervened. Our son received a LEGO set for his birthday, and as I sat down to help him build, something clicked back into place. A few months later, he excitedly showed me the magnificent Tower Bridge set. That was it. I had to have it!" LEGO brought the Evans family together. It became a shared family passion. "Wearing her dedicated school fundraiser hat, my wife spearheaded our very first fundraising event in 2011 for our son's primary school. The success was incredible, and soon, other schools and organisations began approaching us, eager for us to bring the brick magic to their communities," Kevin says. "It was this amazing momentum that led us to officially form Rainbow Bricks in 2013, turning a family hobby into a vibrant community group, all built on the enduring love of LEGO." Rainbow Bricks is a Recognised LEGO User Group, which is a formal designation given by The LEGO Group to a community of Adult Fans of LEGO (AFOLs). This recognition is part of the LEGO Ambassador Network, which is a program designed to foster collaboration between LEGO and the global fan community. Rainbow Bricks was officially recognised by LEGO in January 2014 and is a not-for-profit organisation dedicated to bringing together AFOLs and their families. "We have over 130 members and focus on building camaraderie, collaborative experiences and fundraising for our charity partners," Kevin says. "Anyone can display with Rainbow Bricks and share their love for LEGO. To become a member of Rainbow Bricks, you need to have displayed twice at our events before we will invite you to become a member." Rainbow Bricks is primarily an adult community, but its events are family-friendly, and many member families display together. Newcastle Brickfest is Rainbow Bricks' flagship event, held annually at locations across Newcastle, the Central Coast, Hunter Valley and the Mid North Coast. It is considered one of Australia's premier LEGO fan events and is the largest in NSW. This year's event, on July 5 and 6 at Newcastle Racecourse, will feature more than 270 tables of LEGO creations and raise money for John Hunter Children's Hospital Kids Club. "Last year, we managed to donate over $30,000 to the Kids Club, which was used to purchase additional equipment for the hospital," Kevin says. "This year, we're running the event over two full days and have added a Sensory Section for anyone who finds the crowd a bit overwhelming. "You'll see original creations from some of Australia's best builders, including a few LEGO master builders, and builders who have been featured in the LEGO House's displays of Masterpiece Builds in Billund, Denmark." The dedicated Sensory Section will be operational on Sunday, July 6, 9am to 10.30am, offering a calm and welcoming environment for individuals with sensory sensitivities. Brickfest 2025 activities will include: What is it about LEGO that has proven so enduring, I ask? Why do people love it so much? "It encourages imagination for all ages," Kevin replies. "LEGO has a versatile design, meaning bricks from any era interlock, fostering endless creativity. They are high-quality bricks that withstand the years of play. It also aids children's fine motor skills and enhances their problem-solving abilities, and many adults revisit LEGO through fond childhood memories, providing engaging, screen-free fun." Generations of children have a LEGO story to tell. Kevin Evans, now an adult, is no exception. "Like many kids, my earliest memories are filled with the joy of LEGO sets received for birthdays and Christmases. Back then, the bricks were simpler yet just as magical, connecting seamlessly with today's intricate designs - a testament to LEGO's timeless genius," he tells Weekender from his home in Anna Bay. "As I entered my teenage years, other interests took hold, and my beloved bricks quietly slipped into storage for a long 30-year hiatus. "Then, about 15 years ago, fate (or perhaps a very clever gift-giver) intervened. Our son received a LEGO set for his birthday, and as I sat down to help him build, something clicked back into place. A few months later, he excitedly showed me the magnificent Tower Bridge set. That was it. I had to have it!" LEGO brought the Evans family together. It became a shared family passion. "Wearing her dedicated school fundraiser hat, my wife spearheaded our very first fundraising event in 2011 for our son's primary school. The success was incredible, and soon, other schools and organisations began approaching us, eager for us to bring the brick magic to their communities," Kevin says. "It was this amazing momentum that led us to officially form Rainbow Bricks in 2013, turning a family hobby into a vibrant community group, all built on the enduring love of LEGO." Rainbow Bricks is a Recognised LEGO User Group, which is a formal designation given by The LEGO Group to a community of Adult Fans of LEGO (AFOLs). This recognition is part of the LEGO Ambassador Network, which is a program designed to foster collaboration between LEGO and the global fan community. Rainbow Bricks was officially recognised by LEGO in January 2014 and is a not-for-profit organisation dedicated to bringing together AFOLs and their families. "We have over 130 members and focus on building camaraderie, collaborative experiences and fundraising for our charity partners," Kevin says. "Anyone can display with Rainbow Bricks and share their love for LEGO. To become a member of Rainbow Bricks, you need to have displayed twice at our events before we will invite you to become a member." Rainbow Bricks is primarily an adult community, but its events are family-friendly, and many member families display together. Newcastle Brickfest is Rainbow Bricks' flagship event, held annually at locations across Newcastle, the Central Coast, Hunter Valley and the Mid North Coast. It is considered one of Australia's premier LEGO fan events and is the largest in NSW. This year's event, on July 5 and 6 at Newcastle Racecourse, will feature more than 270 tables of LEGO creations and raise money for John Hunter Children's Hospital Kids Club. "Last year, we managed to donate over $30,000 to the Kids Club, which was used to purchase additional equipment for the hospital," Kevin says. "This year, we're running the event over two full days and have added a Sensory Section for anyone who finds the crowd a bit overwhelming. "You'll see original creations from some of Australia's best builders, including a few LEGO master builders, and builders who have been featured in the LEGO House's displays of Masterpiece Builds in Billund, Denmark." The dedicated Sensory Section will be operational on Sunday, July 6, 9am to 10.30am, offering a calm and welcoming environment for individuals with sensory sensitivities. Brickfest 2025 activities will include: What is it about LEGO that has proven so enduring, I ask? Why do people love it so much? "It encourages imagination for all ages," Kevin replies. "LEGO has a versatile design, meaning bricks from any era interlock, fostering endless creativity. They are high-quality bricks that withstand the years of play. It also aids children's fine motor skills and enhances their problem-solving abilities, and many adults revisit LEGO through fond childhood memories, providing engaging, screen-free fun."
Winnipeg Free Press
13-06-2025
- Entertainment
- Winnipeg Free Press
Build it, and they will come
St. Vital West EndRivergrove Scott Templeton and Richie Jones are encouraging folks to explore the wonders of Lego — one brick at a time. Templeton and Jones are members of the Manitoba Lego Users Group, which will be holding an event called River City Brickfest at Grant Park Shopping Centre (1120 Grant Ave.). According to its website, the club — which currently has around 50 members — was founded in August of 2011 by four enthusiastic fans of Lego bricks. Since then, it has continued to grow and holds events in the community. Supplied photo Scott Templeton, pictured here with some of his Lego creations, is a member of the Manitoba Lego Users Group, which will be holding an event called River City Brickfest at Grant Park Shopping Centre on June 14. The event will be held on June 14 between 10 a.m. and 6 p.m. in the mall's centre court, and visitors will have the chance to check out builds by club members, as well as build their own creations in a play area. There will also be the chance to win a Lego set. Templeton, who has been a group member for the last seven years, joined before the COVID-19 pandemic hit — something he said contributed to more people connecting, or reconnecting, with different hobbies and pastimes. 'When COVID happened, lots of people went back to their old hobbies and doing things like puzzles,' Templeton, a teacher at Bruce Middle School, said. Noting group members dub themselves AFOLs — adult fans of Lego — Templeton said the hobby fosters a collective connection. 'Lego has figured it out,' Templeton said. 'A cool thing about the group is that it unites us.' Templeton said different Lego builders are into different themes — some like space, some prefer castles, and some gravitate towards trains. His own Lego-building preferences include military history and aviation; something with 'historical significance.' In general, the list has no limits — like one's imagination. 'For me, it's about storytelling. The biggest thing I've built to date is the old Winnipeg Arena. I shared some photos if it, and it went viral. I love hockey, and I love the Jets, and I loved the feedback I received,' Templeton said. 'I try to build things with a story in mind that drive me. If you ask my fiancée, she'll probably say I have too much Lego,' he added, with a laugh. 'I have lots in the basement, and everyone has their own system of how they sort and display. It's about personal preference.' Manitoba Lego Users Group members meet in-person every couple of months, with virtual meetings in between. It's the second year the club has held Brickfest, Templeton said, and visitors can expect to see tables of displays featuring projects members are working on, and there will also be a contest where people can vote for their favourite creations. Club member Richie Jones said the time he spends working with Lego is a way for him to escape. 'I have a room where I can escape, and it's relaxing for me,' said Jones, a Rivergrove resident who is the groundskeeper at Shooters Family Golf Centre and Restaurant. 'I love coming up with ideas, and I very much enjoy how Lego has progressed.' Jones said he enjoys creating winter village Christmas scenes with Lego, and also enjoys working on old soccer field landscapes. 'Lego is definitely a huge interest for me. It's a hobby where I can create, and I can expand my mind,' Jones said. Mondays A weekly look at news and events that matter in your communities. 'My wife supports it 100 per cent,' he added, noting the therapeutic and calming qualities the hobby brings. 'If I need to clear my mind, I like to go into my Lego room and start building something.' Jones said club members previously met a Glenwood Community Centre for a long period of time, and their next meeting will be at Windsor Community Centre in July. Go online at for more information about the group. Visit for more event details. Simon FullerCommunity Journalist Simon Fuller is a reporter/photographer for the Free Press Community Review. Email him at or call him at 204-697-7111. Read full biography Our newsroom depends on a growing audience of readers to power our journalism. If you are not a paid reader, please consider becoming a subscriber. Our newsroom depends on its audience of readers to power our journalism. Thank you for your support.
New Indian Express
06-06-2025
- Entertainment
- New Indian Express
Adulting, the LEGO way: AFOLs of Delhi NCR on why LEGO is a serious hobby
Building bonds Fortunately, LEGO building isn't a solitary activity — it's also a hands-on way to bond across generations. Media professional Tanvi Chaturvedi who had brought her nephew along, was bonding over their shared love for Harry Potter. 'He's a total Potterhead. To keep up with him, I'm reading books, collecting cards, even building with him,' she says, adding that she's eyeing the Harry Potter sets to spend more quality time with him. 'When kids are around eighth grade, they start looking for something to bond over with older siblings or parents. LEGO creates that middle ground — it's challenging enough for both kids and adults, making it perfect for quality time,' she adds. David, too, shares this sentiment. His pre-teen daughter is now a LEGO pro, having started at age three. 'She followed the instructions perfectly and now builds sets with over 4,000 pieces solo. She's in eighth grade now and has been building for almost eight years. Whenever we get time, we build together,' he says. LEGO purchases are a yearly ritual for them. Building together also doubles as date nights for AFOLs like Pacheco. 'My wife and I love our LEGO date nights — we pour a drink, chill, and build together,' he says. 'When we were dating, she gifted me the Friends LEGO apartment set, and for our first anniversary, she got me the about ₹40,000 Old Trafford set.'
Campaign ME
21-05-2025
- Business
- Campaign ME
What MENA marketers can learn from fandom strategy
With the Middle East becoming a global hub for entertainment and tourism, regional marketers have a unique opportunity to employ the power of fandom to build enduring brand loyalty. LEGO's innovative fan engagement strategies, coupled with the recent announcement of Disneyland Abu Dhabi offer valuable lessons for brands in the region. Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing. Marketers must build communities, not just customers LEGO's transformation from a company on the brink of bankruptcy in the early 2000s to a global powerhouse is a testament to the power of community. Jørgen Vig Knudstorp, who recently stepped down from his board position leaving behind a legacy of visionary leadership, is widely credited for one of the most remarkable corporate turnarounds. When he assumed the role in 2004 as the first person outside the founding Kristiansen family to manage the company, LEGO was facing a severe financial crisis, with significant losses and declining sales. Under his leadership, the company not only returned to profitability but also became a global leader in the toy industry. This approach was far from conventional. In a bold move, the company embraced community-driven innovation. LEGO acknowledged its adult fan base, known as AFOLs (Adult Fans of LEGO), by creating platforms for them to contribute directly to the brand's evolution. Recognising the untapped potential of adult fans, Knudstorp actively engaged the AFOL community, leveraging their passion and creativity through initiatives such as LEGO Ideas, which transformed fan designs into best-selling sets. The LEGO House in Billund, Denmark, further showcases the brand's commitment to its fans. This 'Home of the Brick' features massive displays of fan-made creations, interactive exhibits, and workshops that celebrate creativity and community. This physical space serves as a pilgrimage site for fans, cementing LEGO's legacy as a brand. More recently, the BrickLink Designer Program has taken fan involvement to the next level. Acquired by LEGO, BrickLink is a marketplace for custom LEGO designs. Through the Designer Program, fans can submit designs for crowdfunding. Once fully funded, these designs are manufactured and distributed by LEGO, with fan designers earning both recognition and financial reward. This initiative highlights a crucial shift in the industry: fans are no longer just passive consumers but active co-creators in brand storytelling in revitalising classic themes, blending nostalgia with contemporary creativity. This level of engagement goes beyond marketing; it positions fans as stakeholders in the brand's success. This participatory culture has not only kept LEGO relevant but has also allowed it to thrive in an increasingly competitive market, offering MENA brands and marketers a blueprint for sustainable growth through community engagement. Disneyland Abu Dhabi: A cultural fusion Disney's announcement of its first Middle Eastern theme park in Abu Dhabi marks a significant milestone in the region's entertainment landscape. Set to be located on Yas Island, the park aims to blend Disney's iconic storytelling with Emirati culture and architecture. Bob Iger, CEO of The Walt Disney Company, emphasised that the park will be 'authentically Disney and distinctly Emirati,' highlighting a commitment to cultural integration. This strategic move aligns with the UAE's broader vision to diversify its economy through tourism and entertainment. By creating a space that resonates with local culture while offering globally recognised experiences, Disney is setting a precedent for how international brands can successfully enter and thrive in the MENA market. The announcement of Disney's upcoming theme park in Abu Dhabi has ignited a wave of speculation and excitement across social media platforms. Fans worldwide are actively discussing how this new park might differ due to its unique location. For example; on TikTok and Reddit, fans are sharing ideas about potential attractions that blend Disney's iconic storytelling with Emirati culture, such as incorporating attractions inspired by regional folklore – enthusiasts have floated ideas such as rides based on the legend of Umm Al Duwais or storytelling zones inspired by One Thousand and One Nights, reimagined with a modern Disney twist. Facebook groups dedicated to Disney enthusiasts are buzzing with discussions about how the park's design might adapt to Abu Dhabi's climate. This community-driven dialogue reflects a participatory culture where fans feel invested in the development process, offering suggestions and expressing hopes for culturally resonant experiences. What is particularly noticeable is Disney's willingness to lean into these conversations with fans. The company has embraced engagement by hosting forums and Q&A sessions, encouraging fans to share their ideas, as well as spotlighting regional influencers in Abu Dhabi. This approach not only promotes a sense of belonging among Disney's global audience, but also demonstrates the company's commitment to integrating community feedback into its projects. By valuing and incorporating fan contributions, Disney reinforces a shared purpose and connection with its audience, ensuring that the new park resonates with both new, local visitors and long-time international fans. The road ahead for marketers The MENA region stands at the cusp of a new era in brand engagement, where storytelling and community are paramount. By learning from global examples such as LEGO and Disney, regional marketers can craft strategies to captivate audiences and empower them to become co-creators. In doing so, brands can build lasting relationships that transcend traditional consumer dynamics, fostering vibrant communities that drive sustained success. In a landscape increasingly defined by experience and participation, the brands that will thrive are those that invite their audiences to be part of the story. Dr Vlada Botoric, PhD, Assistant Professor, Zayed University
