Toys"R"Us® Brings Back "Bricktober" With The LEGO Group

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. 9, 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:

Bricktober Sweepstakes (Runs Oct. 1 – Oct.31 on Instagram)
Follow @toysrus, like the official sweepstakes post, tag a friend you love to build with in the comments, and share the post to your Story tagging @toysrus for an extra entry. The grand prize winner will receive a $1,000 curated LEGO® prize pack.

Weekly Online Build Challenges (Sundays in October)
Every Sunday, @toysrus will reveal a new build theme (with a clue for the next week). To enter: post your build on your Instagram Story, tag @toysrus and @lego, and include #BricktoberBuild and #Sweepstakes. Five winners will be randomly selected each week and announced the following Saturday. Each Weekly Challenge entry also counts toward the grand prize sweepstakes.

In-Store Build Day (Saturday, Oct. 18)
Pick up your exclusive LEGO giraffe mini build at participating U.S. Toys"R"Us stores, including flagship locations at American Dream, Mall of America, Chicago Premium Outlets, San Marcos Tanger Outlets, and select Toys"R"Us at Macy's and NEXCOM stores —while supplies last. Check your local store's details and timing at www.toysrus.com/bricktober.

No purchase necessary. Official rules and Bricktober details are available at www.toysrus.com/bricktober.

About Toys"R"Us®

Toys"R"Us® is a global leader in the toy category celebrating the joys of childhood and play with kids of all ages for more than 70 years. Geoffrey the Giraffe™, the beloved mascot of Toys"R"Us®, is adored by millions of kids and their families around the world. The brand generates more than USD$2 billion in global retail sales annually through 1,500+ stores and e-commerce businesses in 35 countries. Toys"R"Us® is owned by WHP Global, a leading brand management firm with a portfolio of consumer brands that generate over USD$7 billion in retail sales. Visit: www.toysrus.com.

About The LEGO Group

The LEGO Group's mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean "Play Well".

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com

Media Contact:
Toys"R"Us
Jaime Cassavechia
[email protected]
(212) 518-4771

SOURCE Toys"R"Us