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U.S. launch kicks off October 2025 with exclusive in-store giraffe build on October 18, plus weekly online build challenges and a month-long sweepstakes.
NEW YORK, Oct. 2025 /PRNewswire/ — Toys”R”Us®, the world’s leading toy retailer, is officially bringing back Bricktober, the fan-favorite Toys”R”Us x the LEGO Group celebration of building and creativity. The exclusive program returns in the United States this October, with a global expansion planned for 2026.
On Saturday, October 18,
participating Toys”R”Us stores across the U.S. will host an exclusive LEGO® giraffe mini build event for customers (while supplies last). Throughout the month, customers can also join weekly online Bricktober Build Challenges for chances to win themed LEGO sets —culminating in a grand-prize sweepstakes on Instagram.
“Bricktober is back—first in the USA and soon around the world!” said Kim Miller Olko, Global Chief Marketing Officer, Toys”R”Us. “For years, fans have loved this celebration of creativity, and together with the LEGO Group, we’re bringing it to Toys”R”Us kids of all ages. This incredible partnership is one important step towards exciting, modern activations coming to Toys”R”Us as our brand continues to grow worldwide.”
Here’s how to participate:
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