Lego, the world’s biggest toymaker, will add another piece of plastic brick to its growing global clout. Stack, a four-day family event dedicated to everything Lego opens on October 19 for the first time in the Middle East at Skydive Dubai.
Packing in everything children, and adults, could hope for in the almost-limitless world of Lego, organisers say the event was a long time coming.
“There’s been similar events in other places in the world and smaller one-off events in the UAE, but never in this scale. We know that there are more fans out there and this is for them. This is their day,” says Luke Reveruzzi, the founder of Stack.
The event is divided into 30 zones including a Game Zone, where fans can play Lego video games against each other; a Duplo zone, named after Lego bricks made for toddlers; a Lego Star Wars zone, dedicated to well, everything Lego and Star Wars; and a Lego Disney Princess Zone, which will feature accessories made entirely out of Legos.
One of the highlights will be the AFOLs, or Adult Fans of Lego zone, where 26 older fans of Lego will attend from around the world and show off their creations, conduct live builds and demos and interact with other fans. Guests include Guilherme Constantino and Gui Lima, Brazilian experts of Lego Mindstorms, the programmable robotics kits.
Putting the whole thing together, spread across four days, has been quite nerve-wrecking since it’s never been done before, says Reveruzzi, who runs his own Dubai-based digital agency.
“We are hoping we will tap into new fans from across the region, who’ve never had this kind of channel before,” he says. “And we want to bring out all the closet Lego fans to come and just let loose and have fun.”
Stack co-founder Anton Khan says they’ve been encouraged by the kind of response the event has received so far.
“It was very important for us to create a full experience that the whole family can enjoy, from the toddler to the older kids and the parents,” he says.
Khan wants everyone to check out the Stack Lego souq where all items, from lanterns to daggers and even a spice market, have been recreated entirely in Lego.
Stack is not related Legoland Dubai, the Lego-themed park opening at the end of this month as part of the Dh10 billion Dubai Parks and Resorts. But Reveruzzi says they are in discussion to work together in the future.
The focus for now is to get the first event to a flying start, and then look at taken it across the GCC, he says.
“We want to do this well and then look at making it an annual event, then we can see where we go from there,” says Reveuruzzi.
Ahead of the October 19 event, here are five reasons why you should not miss Stack, according to co-founder Khan:
1. It’s the ultimate Lego fan experience: “We have over 30 Lego-filled zones and each one will engage and activate in unique and fun ways.”
2. Adult fans of Lego: “Stack will have some Adult Fans of Lego (AFOLs) who will be showing their own models. They come from all over the world.”
3. You will see some incredible one-off builds with Lego bricks: “They are sure to take your breath away. There will be some amazing regional-specific Lego builds and interactions. The UAE map will be very interesting and engaging for kids to build, with a surprise in the middle.”
4. Family fun: “This is the best type of fun because Stack offers something for everyone to enjoy.”
5. The zones: “The souq area will contain a jewellery souq, fish market, spice market, and much more, all made out of Lego. It’s very impressive. I am always impressed by robotics. I think the Mindstorms area will be really interesting and engaging. Lego Star Wars is very popular and Stack’s zone will be very fun and engaging, complete with Darth Vader, play tables and an obstacle course.”
Don’t miss it!
Stack runs from October 19 to 22 at Skydive Dubai. Tickets, priced at Dh100, are available on stackitevents.com. They will be Dh130 at the venue. Children below 2 go for free. Group options are available for students.
