On September 21, as part of the 2025 European Heritage Days, the iconic Champs-Élysées will transform into a massive playground of creativity with Le Grand Tournoi des Champs—an unprecedented initiative led by ubi and the Comité Champs-Élysées, in partnership with LEGO.
This free and spectacular event will bring together 256 teams from across France, selected from more than 4,000 applications submitted via LEGO’s social media channels. Participants of all ages will compete in creative building challenges between 2:00 PM and 5:30 PM, culminating in a grand finale.
The winning team will receive a one-week trip to Denmark—the historic birthplace of LEGO—along with gifts for all finalists.
To host the day, popular French TV personalities Faustine Bollaert and Jean-Philippe Doux will be joined by well-known influencers McFly et Carlito, ensuring a festive and inclusive atmosphere.
A Day Packed with Immersive Experiences
Beyond the tournament itself, the entire avenue will become a space for discovery and shared creativity.
Visitors will be able to admire monumental LEGO brick installations, including large-scale models of the Eiffel Tower and Notre-Dame de Paris. For the first time ever, a giant LEGO replica of the Champs-Élysées will also be unveiled.
More than 300,000 bricks will be available for free-building workshops, Braille Bricks initiation sessions for visually impaired children, and an interactive heritage treasure hunt involving numerous shops along the avenue.
This event highlights the unifying power of creativity and reinforces the shared ambition of LEGO, ubi, and the Comité Champs-Élysées to design cultural and playful experiences accessible to all.
As Inès Mergny, Managing Director of ubi, explains:
“Like LEGO, we share the belief that creativity has the power to bring people together. On September 21, we will offer a unique experience where children and adults alike become builders of a reinvented heritage—through play, imagination, and transmission.”
Reinventing Heritage Through Play
With Le Grand Tournoi des Champs, LEGO goes far beyond a simple brand activation. It reimagines one of the world’s most iconic avenues as a collaborative canvas—where history, culture, and play intersect.
By transforming a symbol of French heritage into a participatory playground, LEGO once again demonstrates that its bricks are more than toys: they are tools for connection, expression, and collective storytelling.
On September 21, the Champs-Élysées won’t just celebrate heritage—it will be rebuilt, one brick at a time.
