Toy market news

The Lego Group launches Lego Bygge Hygge

By toyworldmag.co.uk

The Lego Bygge Hygge initiative has been designed to create not only an occasion, but an atmosphere, that can become part of a cosy, or “Hygge” family routine.

This winter, the Lego Group is providing play inspiration with the launch of Lego Bygge Hygge, which aims to help families with being creative and building together whilst staying warm and cosy at home.

Lego Bygge Hygge is all about the art of cosy building, inspired by the Danish ‘Hygge’ which acknowledges a feeling or moment as cosy or special, alongside the Danish word ‘Bygge’ which means building or constructing.

As part of the initiative, the Lego Group has created a range of content to inspire families to build whatever they choose. It is not linked to any specific sets or launches, families can simply choose whatever Lego bricks they have, get comfortable and enjoy quality family time building together. The initiative has been designed to create not only an occasion, but an atmosphere, that can become part of a cosy family routine along with other ‘Hygge’ tips such as having natural lighting in the room, laying out cosy blankets and cushions, and turning on your favourite playlist before sitting down to build together.

Lego Bygge Hygge launches in the UK this week.

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