This Ramadan, LEGO® Middle East calls people to ‘Build Bridges and reconnect like children do’

Dubai, United Arab Emirates; March 30, 2023

Ramadan is the time when people reflect on human values and forgiveness is one of those values that adults often struggle with. Children on the other hand do a much better job at forgiving than adults, and they often do it through play. While adults make issues seem bigger than they are, kids are imprinted with the abilities to forgive and move on. ‘Do you want to play?’ that’s often all it takes to reconnect and rebuild friendships. This is why LEGO® Middle East is inviting everyone to see Ramadan through children’s eyes and building bridges to reconnect with those we’ve had strife or simply lost touch with.

Urszula Bieganska, Head of Marketing at LEGO MEA expressed: “At the LEGO Group, children are our role models, and we are constantly in awe of how young minds see and interact with the world. We are passionate about tapping into children’s unique perspectives. This Ramadan we are once again exploring the month from children’s point of view and this time through our call out to Building Bridges. It is a playful nudge for all us adults to reach out and renew precious connections with family and friends.”

Relationship failures are a reality that most of us, unfortunately, have to face. Rekindling a relationship that has gone adrift can be difficult, if not daunting. Children instinctively know the way forward sometimes lies in just reaching out and asking to reconnect.  Just the thought of playing together can mend strained relationships with children.

Throughout the month of Ramadan, the LEGO Certified Stores will be welcoming families to build their own bridges in stores.  Expect to see an exciting frenzy of Ramadan Bridge builds by AFOLs (Adult Fans of LEGO), children, and parents as a symbolic representation of bonds they’ve rekindled.

Urszula emphasized “Seeing Ramadan through children’s eyes, offers us a heartwarming glimpse of just how precious our bonds are and to cherish our relationships. Encouraging us in this month of forgiveness to put our differences aside and build bridges with those we cherish!

Inspired by this story, build a bridge, and share it on your social media page by tagging the person you want to reconnect with as well as @LEGOMiddleEast #BuildingBridges