Lego Transforms Iconic UK Landmarks as Part of its Rebuild the World Campaign

By Shabana Arif on at

Lego's Rebuild the World campaign launched this week and mark the occasion, the nation's most iconic landmarks have been rebuilt as re-imagined by kids.

The aim of the campaign is to foster creative skills in children, what with creative problem solving being lauded as much-desired 21st century skill.

“We believe that children are born with natural creative ability. They see the world from a unique perspective and have the power to reinvent the world, identifying new solutions and ideas that will shape the future," said Marius Lang, head of marketing UK and Ireland at The LEGO Group.

"To bring these children’s dream rebuilds to life on some of our nation’s most famous landmarks is hugely exciting and celebrates what Rebuild the World is all about – creative resilience and inspiration from the next generation of builders, seeing the world through children’s eyes using the LEGO system in play.”

The 'rebuilding' isn't anything too extreme, with Lego creations added to and around a handful of landmarks including Shaftesbury Memorial Fountain in Piccadilly Circus, a red London phone box, the Birmingham Bull statue and the Lighthouse in Cardiff’s Roath Park.

Over 53,000 bricks were used in the remodelling of the landmarks and the whole thing took over 260 hours. Lego hasn't stated how long the makeovers will last, so if you live nearby, nip down and snap a quick pic while you can. Otherwise, have a gander at some more images below.