The Middle East’s largest Lego Festival in celebration of the 25th Anniversary of DSF.

Jamil Khan, Senior Reporter

To celebrate the month-long Dubai Shopping Festival (DSF), thousands of residents of all age group from different nationalities attended the opening night of the first-of-its-kind Lego-themed Imagine show incorporated with attractions like light show, Lego characters through seven diverse Lego zones offering unique experiences and activities.

The Lego festival  started at the Dubai Festival City Mall and was joined by the Lego Middle East to bring to the UAE the Middle East’s largest Lego Festival in celebration of the 25th Anniversary of DSF. The Festival will run till March 14 for visitors of all ages promising an exceptional family friendly experience with the array of fun activities and the first ever Lego Ninjago-themed Imagine Show.

Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said: “Given the importance of the 25th 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 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.”