LEGO® Botanicals Valentine’s Day Campaign: A Global Celebration of Creativity and Connection

This Valentine’s Day, LEGO® Botanicals is taking the world by storm with a heartfelt campaign designed to bring people closer together through the joy of play and creativity. At the heart of this initiative is the Le Florist Flower Truck, a vibrant, mobile florist shop that’s touring cities worldwide, offering free workshops, interactive experiences, and a chance to craft everlasting LEGO flower arrangements. Leading the charge is none other than celebrity florist and artistic director Jeff Leatham, whose expertise and passion for floral design are inspiring LEGO enthusiasts and flower lovers alike to reconnect with their loved ones in meaningful ways.

A Mission to Rebuild Connections

In an era where digital interactions often overshadow face-to-face connections, LEGO is on a mission to help real-world relationships bloom. Recent data reveals that 40% of people now interact more through their devices than in person, leading to feelings of disconnection and declining well-being. To combat this, LEGO Botanicals is encouraging people to step away from screens and embrace the joy of togetherness through hands-on creativity.

The Le Florist Flower Truck is the centerpiece of this campaign. This blooming florist shop on wheels is bursting with colorful LEGO Botanicals flowers, vibrant floral window displays, and interactive workshops where visitors can create personalized LEGO stems inspired by their loved ones. Whether you’re crafting a gift for a soulmate, best friend, or even yourself, the experience is a heartfelt way to express affection and appreciation.

Jeff Leatham: The Creative Force Behind the Campaign

Jeff Leatham, a world-renowned florist and artistic director, is leading the charge in this unique LEGO Botanicals initiative. Known for his bold use of color and innovative designs, Leatham has been a trailblazer in floral artistry since 1994. His work has graced prestigious venues like the New York Botanical Garden and the Chateau de Versailles, and his collaborations with luxury brands and celebrities have made him a household name in the world of floral design.

From February 9, Leatham will host a free online workshop on LEGO.com/Botanicals, guiding participants in crafting three stunning LEGO Botanicals arrangements: a handheld bouquet, a botanical centerpiece, and a showstopper floral arrangement. This eight-minute session is perfect for both seasoned LEGO builders and newcomers, offering a chance to explore the limitless possibilities of floral design with LEGO bricks.

Global Tour Highlights

The Le Florist Flower Truck is making stops in cities like New York, London, Toronto, Paris, Hamburg, and Milan, offering a chance to unplug, get creative, and let real connections bloom. Each location features playful selfie spots, mirrored panels, and a striking floral mural, creating picture-perfect backdrops to capture joyful moments.

In Paris, the truck will be stationed at Gare de l’Est from February 13-14, offering free workshops and interactive displays. Meanwhile, in London, the truck will be at Covent Garden Piazza from February 7-8, inviting visitors to dive into the world of LEGO Botanicals and create their own floral masterpieces.

How to Get Involved

If you can’t make it to the truck, you can still join the fun online. Sign up for Jeff Leatham’s free LEGO Botanicals workshop at LEGO.com/Botanicals starting February 9. Additionally, select LEGO Stores across the Americas, Europe, the Middle East, and Africa will host Valentine’s Day-themed Make & Take events from February 7-13, where you can build and take home your own LEGO Botanicals creations.

A Lasting Gift of Love

LEGO Botanicals sets, including the Pretty Pink Flower Bouquet, Mini Orchid, and Lucky Bamboo, are perfect for gifting or building with loved ones. These sets symbolize connection through creativity, offering a mindful and meaningful experience that allows builders to slow down, tap into their creativity, and savor moments of togetherness.

This Valentine’s Day, swap the usual flowers for a buildable bouquet that lasts forever. Join LEGO Botanicals in celebrating love, creativity, and connection—because real connections, like LEGO creations, are built to last.

Sign up for Jeff Leatham’s free workshop here: https://www.lego.com/botanicals