Putting More Heart in the World: A LEGO Friends Brand Experience

This spring, we have been working on a truly heartfelt project with LEGO Friends to ‘put more heart in the world’. Touring to 8 intu shopping centres across the UK, LEGO Friends have invited children and their families to the House of Heart, a brand experience which immerses LEGO fans young and old in the world of Heartlake City.


Children have had the chance to get knee-deep in the different building activities dotted around our bespoke pop-up. Upon entering the experience, LEGO fans are transported to a house reminiscent of one of one LEGO Friends sets. With opportunities to build themselves as mini dolls, build a LEGO heart and place a LEGO heart on the trellis in the garden area of the experience, visitors have been fully immersed in the brand through a variety of brick missions. At the end of this unique LEGO Friends adventure, kids have had a chance to the capture their day at the photobooth and receive a LEGO goody bag on exit.


Alongside all of this, at some special locations, children will have a chance to meet a few of the UK’s top YouTubers at the House of Heart. To help put more heart in the world, Tiana from Toys and Me, Rosie McClleland, Mia’s Life, Ruby Rube and SassyBelle have partnered with LEGO Friends and formed the Heart Squad. With that, they have created inspirational content about LEGO Friends on multiple platforms before, during and after their special appearance at the shopping centres to promote the campaign.




Whilst we have already visited four of our eight locations, fret not, we will still be visiting four more in the coming weeks. Which means there’s absolutely no excuse not to get yourself down to the below locations on the upcoming Saturdays!


Intu Lakeside – 21stApril 2018.

Intu Victoria Centre – 28thApril 2018.

Manchester Arndale – 5thMay 2018.

Intu Milton Keynes – 12thMay 2018.


If you want more of a flavour of the LEGO Friends House of Heart, check out what Ruby Rube got up to when she visited intu Merry Hill here!


See you at the House of Heart!