LEGO India has partnered with quick-commerce platform Blinkit, LEGO® sets are now available for instant delivery across 20+ cities in India. Blinkit is offering LEGO® sets, including LEGO® City F1 Driver with McLaren Race Car, LEGO® Creator Mighty Dinosaurs, Mercedes-AMG F1 W14 E Performance Pull-Back, LEGO® Disney Princess Twirling Ariel Building Set & Fantasy Toy Model and many others.
The partnership launched with a social media campaign on Instagram highlighting the importance of play and encouraging audiences to rediscover creativity through quick, playful moments, made accessible with Blinkit. The LEGO® Group is also running a contest on the occasion of World Play Day on June 11, where participants can build and share their Play Day moment to win LEGO® Sets! The campaign brings alive the brand’s vision of learning through play by enabling instant access to LEGO® Sets and inspiring builders of all ages to embrace the power of imagination.
At the heart of the campaign lies a simple message: play is for everyone. The LEGO® Group’s Play Well report shows that 76% adults in India recognise that play is something they wish they were doing more often, & over 4 in 5 parents wish they could play more as a family, whether you’re 7 or 70, There is a LEGO® set for everyone and Blinkit ensures that the joy of building, one brick at a time, is never too far away.
The two brands are achieving this through strategic homepage placement that positions LEGO® sets alongside daily essentials, making creative play as accessible as ordering groceries. Blinkit’s quick delivery network means that inspiration can be acted upon immediately – a parent can order a LEGO® set during their child’s afternoon nap and have it delivered before they wake up.
The platform’s curated selection focuses on toys, ensuring the right building experience is available for every skill level and interest. Whether it’s a quick build between meetings or a family session on the weekend, the experience of play is now just a few taps away.
Bhavana Mandon, Country Manager, LEGO® India, said, “At The LEGO® Group, we believe that play is essential to learning, creativity, and connection,” said “World Play Day is a reminder that play is a powerful tool that helps children and adults express themselves, solve problems, and bond with each other. This campaign is a celebration of those everyday moments that have the potential to unlock big ideas. By making play more accessible and spontaneous, we hope to encourage more families to build, imagine, and connect through the joy of LEGO® sets.”
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