LEGO has announced the launch of the LEGO Masters Academy, which will come to its Danish brand experience hub, LEGO House, in September 2025. A new, hands-on experience, LEGO Masters Academy is designed to inspire LEGO lovers to take their building skills to the next level through guided sessions.

First launched in 2017, LEGO House, also coined the ‘Home of the Brick’, is a 12,000 sq ft experience hub located at the centre of Billund, Denmark, which is also home to LEGOLAND and the HQ of The LEGO Group. Welcoming an estimated 250,000 visitors every year, it allows fans to immerse themselves in the LEGO universe. It includes experience zones where fans can play and build with 25million LEGO bricks, a Masterpiece Gallery which exhibits LEGO creations and a History Collection to learn about the brand, as well as a LEGO store.

Set to launch in September 2025, the LEGO Masters Academy will invite guests into an authentic ‘studio-inspired’ setting, mirroring the LEGO Masters TV show. The space is designed to ignite creativity and collaboration, allowing visitors to build, learn and explore through hosted sessions. Across four progressive levels, builders of all ages and abilities can develop skills in creativity, storytelling, technical building and teamwork. Each sessions will be hosted by LEGO House Play Agents or LEGO Master Builders, with challenges tailored to inspire, educate and entertain visitors.

“We’re eager to fuse the worlds of entertainment and learning together in this new LEGO Masters Academy,” Kathrine Kirk Muff, MD of LEGO House, commented. 

Famed for its brand-immersive stores that put ‘retail-tainment’ and experience at the heart of its offer, the LEGO Group launched its 20th UK bricks-and-mortar outlet in Bristol at the end of last year.