Lego - The Grand Tournament of the Champs-Élysées promises to be the major family and cultural event of fall 2025

By Mulder, 14 september 2025

On Sunday, September 21, 2025, the Champs-Élysées will be transformed into a unique playground, thanks to a joint initiative by the LEGO Group and the Champs-Élysées Committee, with the support of the RATP. This large-scale operation, organized as part of Heritage Days, will mark the history of Paris's most famous avenue by hosting the Grand LEGO Tournament on the Champs-Élysées, an event that is completely new to France. For the first time, a building tournament of this scale will be held in the heart of the 8th arrondissement, transforming a cultural and tourist landmark into a veritable stage for creativity and imagination. With thousands of bricks, workshops open to all, and its spectacular nature, this event aims to bring together all generations and showcase the Danish brand's expertise on a scale never before seen in France.

The competition will be the highlight of the day. From 2pm to 5pm, no fewer than 256 teams, each made up of three to four participants, will compete in three challenges requiring speed, creativity, and teamwork. This selection process, open to all but preceded by an online pre-selection phase, guarantees a consistent and stimulating level of competition. The eight best teams will qualify for an exceptional final: the reinvention in LEGO bricks of the Arc de Triomphe, a national symbol and universally recognized monument. This final challenge perfectly embodies the event's mission: to reconcile heritage and contemporary imagination. The winning team will be rewarded with a week-long trip for four to Denmark, the historic birthplace of LEGO and a must-see pilgrimage site for all enthusiasts, thanks in particular to Billund, the town that is home to both the group's global headquarters and Legoland, a veritable temple of creativity.

But this tournament was not designed solely as a competition reserved for a select few participants. From 1:30 p.m. to 5:30 p.m., along the entire length of the avenue, the general public will be able to enjoy free, open entertainment designed to offer an inclusive and festive experience. A creative play area will allow visitors to give free rein to their imagination, whether it's reproducing existing structures, designing futuristic objects, or simply assembling free forms. The event will also be an opportunity to admire giant models that have already been created, true technical feats that demonstrate the artistic potential of the little brick. Several workshops will punctuate the afternoon, some of which will have a strong educational and inclusive dimension, such as an introduction to LEGO Braille bricks, developed to make the game accessible to visually impaired children. Finally, a series of original dioramas created by AFOLs (Adult Fans of LEGO), enthusiasts whose creations are featured in international exhibitions, will remind us how much the LEGO universe transcends generations and stimulates a dynamic and creative global community.

To set the tone for this extraordinary day, Faustine Bollaert will bring a friendly and popular dimension to the event. A presenter known for her energy and rapport with the public, she will act as master of ceremonies, liaising between participants, spectators, and organizers. Her participation, far from being anecdotal, demonstrates the organizers' desire to make this event a true urban celebration, combining competition, culture, and family entertainment. More than just a tournament, it is a gathering where every generation can find its place, whether it's young children discovering their first bricks or adults rediscovering a part of their childhood.

The symbolic dimension of the event is also worth noting. Organizing this tournament during Heritage Days is no coincidence: it sends a strong message, linking the act of building with bricks to the notion of cultural and historical transmission. Recreating the Arc de Triomphe with LEGO bricks offers a fun and modern reinterpretation of a monument steeped in history, while emphasizing that heritage is not static but constantly reinvented by those who contemplate and draw inspiration from it. This approach is part of a drive to democratize culture by making a national symbol accessible and participatory through a universal language: play. As journalist Alexandre Lasry points out, this initiative embodies a rare openness: it takes the LEGO brick out of the domestic sphere and places it in a prestigious urban setting, inviting everyone to participate in a collective open-air workshop.

Finally, the scale and accessibility of this Grand Tournament make it much more than just a promotional event. By offering a free, inclusive, and festive event, the LEGO Group confirms its role as a cultural and educational player, far beyond that of a simple toy manufacturer. This project illustrates the company's philosophy, which considers play to be a universal language and a learning tool, capable of bringing generations together and stimulating individual and collective creativity. For families, it will be an opportunity to create shared memories and rediscover the most beautiful avenue in the world in an unexpected light. For enthusiasts, it is official recognition of their commitment and creativity. Finally, for the capital, it is an original way to celebrate its heritage while opening up a space of freedom and expression for its residents and visitors.

The LEGO Grand Tournament promises to become one of the highlights of the Parisian fall season and a benchmark in the long history of cultural events organized on the Champs-Élysées. This unique day will combine spectacle, competition, transmission, and wonder, confirming that a simple brick, when shared, can become much more than a game: a vehicle for social connection and collective celebration. On September 21, 2025, Paris will not only be the capital of fashion and culture, but for one afternoon, it will become the world capital of imagination built brick by brick.

(Source: press release)