Events Build Brands: LEGO KidsFest

LEGO took a gamble when it decided to create its own branded event in Hartford, Conn. Turns out they hit the jackpot

If you build it, they will come. And build.

When LEGO held its first-ever KidsFest, at the Connecticut Convention Center in Hartford last November, the line of families waiting to get in snaked through the lobby, out the door, and down the block. "We projected 12,000 people," says Vince Rubino, manager, event marketing, at LEGO® headquarters in Enfield, Conn. "We thought it would be great if 15,000 showed up. We were a little overwhelmed."

Because, in fact, some 25,000 pe

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