LEGO, Justice Expand Brand Partnership, Offer Build & Shop Events

The LEGO Group and Justice are expanding their partnership to encourage girls to engage in creative play.

On Nov. 10, 300 Justice stores across the U.S. and Canada will host an after-hours Build & Shop event from 6-8 p.m. The first 25 girls to sign up for the free event at each location will receive a special LEGO set to build and take home.

Justice stores will sell a variety of LEGO Friends and LEGO Disney building sets, including an assortment inspired by Disney’s forthcoming Frozen 2.

“We are thrilled to expand our partnership with Justice, a brand that shares our same values of inspiring and developing girls and their interests through self-expression,” says Michael McNally, senior director, brand relations at LEGO Systems Inc. “The Live Justice mantra of ‘Every Girl. Every Day.’ makes their stores a perfect place to create memorable experiences where girls can get hands-on experimenting with LEGO bricks and then find the perfect LEGO set to continue the fun at home.”

Previous collaborations between LEGO Group and Justice have included sponsorship of the Live Justice Awards and activations tied to the Live Justice Summit.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.