LEGO partners with UMG for adults-only events

First event takes place in New York City

The LEGO Group has teamed with Universal Music Group for a series of adults-only after-hours events in its stores nationwide. LEGO Lates features LEGO building activities paired with a unique behind the scenes focus on the music industry.

The first of the series is October 20th at The LEGO Store on 5th Avenue in New York City with acoustic performances from 2x GRAMMY Award nominated songwriter and musician, Skip Marley, and colorful upcomer, Dora Jar. During the event, Skip, grandson of reggae legend Bob Marley, and Dora, who recently supported Billie Eilish on tour, will both perform a selection of their recent songs and talk about their passion for creativity, followed by an interactive LEGO building session where guests can take their very own music themed builds home with them.

“We’re delighted to be partnering with Universal Music Group to take part in our global after-hours LEGO Lates events. As a city with great appreciation for the music industry, it was only natural for us to partner with Universal Music Group to bring LEGO Lates to New York. The LEGO Group has championed the importance of quality, creative play for more than nine decades, but LEGO building isn’t just for children,” states Genevieve Cruz, Head of Product for the Adults audience at LEGO.

“Building with LEGO bricks helps adults to relax, feel creative and get a real sense of achievement, it transcends age, and has benefits for builders both young and old. The LEGO Lates series of events have been designed to help inspire adults to take the time to reconnect with old friends, make new ones and explore a new hobby.”

Tickets to LEGO Lates in New York are available to purchase online.

LEGO Lates events will take place in LEGO stores worldwide and will pair creative LEGO building activities with insightful talks, performances and fashion shows to inspire guests and show how LEGO building can help adults relax and find their flow.

Buddy Iahn
Buddy Iahn

Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites. Email: info@themusicuniverse.com

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