Dubai Festival City Mall Gears Up to Host the Largest LEGO Festival in the Middle East

Dubai Festival City Mall and LEGO^® Middle East have joined forces to bring to the UAE the Middle East’s largest LEGO Festival in celebration of the 25^th Anniversary of Dubai Shopping Festival. The Festival, running from 8^th January to 14^th March 2020 promises visitors of all ages an exceptional family friendly experience with the array of fun activities its offering and the first ever LEGO Ninjago-themed IMAGINE Show.

Visitors can enjoy all the activities featured in the seven LEGO zones that include: LEGO® City, LEGO® Friends, LEGO® Duplo, LEGO® Ninjago, LEGO® Technic, LEGO® Architecture, LEGO® Shadow Runner and LEGO® Jungle. Each of these zones celebrates a popular LEGO brand and offers exciting experiences from building a life-sized sculpture, trains, snow man, fire engine or even a Burj Khalifa model. The first-of-its-kind LEGO Ninjago-themed IMAGINE show will kick off on 8th of January at 8PM in Festival Bay where visitors can watch the ninja’s battle against the powerful evil sorceress Aspheera.

Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said: “Given the importance of the 25^th Anniversary of Dubai Shopping Festival we wanted to bring forward something bigger than ever to celebrate this momentous occasion. We are confident that launching the Middle East’s largest LEGO Festival will bring an unrivalled experience to our visitors with its fun-packed activities and the thrilling new LEGO Ninjago-themed IMAGINE show. LEGO is one of the most popular global brands that resonates with both children and adults and a key driver to why we decided to bring this phenomenal festival to Dubai on this occasion.”

Urszula Bieganska, Head of Marketing, LEGO Middle East & Africa added: “We have created the seven unique zones at the Festival to build genuine connections with visitors through engaging and interactive experiences inspired by their favorite LEGO brands and characters. We’ve tailor-made the festival activities and created a special journey with the aim of ensuring everyone, no matter what age, has an incredible time. Fans of our popular Ninjago characters will enjoy seeing them come to life for the first time through the impressive record-breaking IMAGINE projection that embraces the power of fire, laser and light.”

Adventurous visitors can experience the Ninjago challenge as well as the Dragon Master Challenge at LEGO Ninjago Zone on their journey to overcome various physical obstacles and build flyers that perform aerial Spinjitzu tricks. The Shadow Runner Zone will get the little ones kicking as they race against a life-sized LEGO Minifigure using augmented reality technology. Meanwhile, the Jungle Zone will exhibit wildlife animals including elephants, gorillas, meerkats and snakes built from LEGO bricks that will wow little ones.

Fans of the girl gang, LEGO^® Friends, can take part in building some fun new destinations for Heartlake city and meet Andrea, Emma, Mia, Olivia and Stephanie in person at Friends
Zone.  A massive heart shaped LEGO bricks pool will also be available for visitors to dive into and play. As for the older LEGO fans, they can put their mechanical skills to the test as they engineer buildings at the LEGO Technic and Architecture Zone, while little ones can build race cars and test them at the racing track.

Whilst at the mall shoppers can splurge and take advantage of up to 50% discounts available from their favorite brands taking part in DSF. Shoppers that spend more than AED 300 are up for a chance to enter the draw to win a new 2020 Lexus RX Hybrid.