Lego Embarks on Flower Truck Tour for Valentine's Day
The Lego Group is celebrating Valentine’s Day with a multifaceted campaign led by its Lego Botanicals “Le Florist Flower Truck” and pop-up shop traveling to cities around the world, bringing people together in-person for a themed, interactive experience.
This year, the “blooming florist shop on wheels,” which first debuted last Valentine’s Day, aims to connect people as new consumer research from Lego and other sources suggests that our increased digital connectivity may be driving people further apart, according to a media release from the toy giant.
About the Le Florist Flower Truck Tour
The Le Florist Flower Truck tour kicks off ahead of the Feb. 14 holiday and will make stops in cities including New York, London, Toronto, Paris, Hamburg, Amsterdam and Milan.
The experience was designed to celebrate love and connection through the world of Lego Botanicals, according to the manufacturer. Lego Botanicals, first launched in 2021, is a colorful collection of buildable flower- and plant-inspired sets allowing consumers to create their own Lego floral arrangements.
The line’s bespoke pop-up shop and truck feature vibrant Lego-made floral window displays, flower trollies and offers free, interactive workshops for visitors to craft their own Lego Botanicals stems for loved ones or themselves. The experience also includes selfie spots and photo backdrops, including mirrored panels and a floral mural.
“It’s an invitation to step away from screens, embrace the joy of togetherness and create a Lego bouquet that never wilts — because real connections, like the Lego Botanical creations, are built to last,” Lego said in the release.
In London, the truck will be stationed on the Covent Garden Piazza, Feb. 7-8, from 11 a.m.-7 p.m. In Paris, the truck will make its stop at Gare de l'Est, Feb. 13-14.
A promotional page details other Le Florist events and locations
Campaign Inspiration, Research
A driving force for this year’s activation is focused on physical connections and giving consumers a reason to disconnect from their devices as recent data reveals people are increasingly replacing real-word interactions with screen time and digital connections. Lego cited the following stats as inspiration for the campaign:
- 40% of people around the world now interact more with people through their devices than in the physical world, according to a survey from Deloitte Insights.
- More than 5 billion people — representing 62.3% of the global population — use social media, per a 2024 global report from We Are Social and Meltwater.
- When people replace real-world interaction with screen time, feelings of disconnection increase and well-being declines, per Psychology Today.
“Valentine's Day is a moment to celebrate those important relationships in your life, especially when we're feeling more disconnected than ever,” Alexandra Zamfir, marketing lead on Lego Botanicals said in the release. “We hope that people will join us aboard the Le Florist truck to come together and build long-lasting memories."
Other Supporting Campaign Activity
Even before the physical truck tour, Lego is kicking off its Valentine’s day activations online, particularly for those unable to visit the truck in person. On Feb. 4, Lego will offer a free Lego Botanicals workshop led by celebrity florists and artistic director Jeff Leatham.
For this experience, Leatham will guide flower enthusiasts and Lego fans in an eight-minute session, crafting three Lego Botanicals arrangements — a handheld bouquet, a botanical centrepiece and a “showstopper” floral arrangement. The workshop is open to everyone via Lego.com/Botanicals.
Additionally, select Lego stores across the Americas and Europe, the Middle East and Africa will host a Valentine's Day-themed “Make & Take” event, Feb. 7-13.
