This past weekend, Sunday afternoon, I attended Lego Kidsfest Atlanta. It’s kinda like a Comic-Con for Legos. My daughters absolutely LOVE the Lego Friends stuff (as well as the Princess DUPLO sets) and so, naturally, they had to twist my arm to get me to attend. I’m a big fan of Mindstorms and Technics kits, so I had my own reasons for wanting to attend when I saw that there would be robotics demonstrations as well as Star Wars and Technics play areas.
The Lego Kidsfest people (brilliantly) realized that the whole room has about a 4-hour life-span. Not for the kids, of course, but for the parents attending. So they broke the three day (Friday, Saturday, and Sunday) event down into “sessions” with one session on friday, and two sessions each on saturday and sunday. We attended session 2 on sunday from 3:30 to 7 and I really didn’t even get a sense that it was “the last day of the show”. The people working the event seemed just as enthusiastic as if it were Friday and the event just started.
As we wandered the event and played at various pit-stops, I found myself wondering things like, “does Lego put this on?” and, “where did all of these Legos come from?”. It’s an interesting event. It’s not really like a comic-con in that there were no “dealers” there or “booths” set up. But it also didn’t appear as if it was an official “Lego” event. It says on the website that it’s put on by LIFE Marketing & Events (yes, the LIFE is all caps… I don’t know why either, and I agree, it looks weird), and when you visit their page, it’s just a single page with rotating testimonials… so it seems to me that somebody somewhere had the great idea of selling kids $30 tickets to something that lasts 4 hours and figured out how to find the right brand to appeal to kids and draw ’em in like Mongol Hordes. Kudos to them! For a minimal investment in toys (how much could bulk legos cost anyway?) and a spot at several high profile city event centers, you can tour the country, play with legos, and print money. Sounds like someone found their dream job…
At the end of the day, I was delighted, kids were over the moon, the people putting it on sold a boatload of tickets, and everybody walked away tired, but happy. Couldn’t have asked for a better way to spend a lazy, hot Sunday.
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