On December 8, 2012, LEGO kicked off their Asian-wide competition “Build Your Own World” in the presence of H.R.H. Crown Prince Frederik of Denmark and H.R.H. Crown Princess Mary of Denmark.
Upon arrival to LEGOs shop in Chaoyang Park, in central Beijing, The Crown Prince Couple were welcomed by General Manager of LEGO, Esben Stærk Jørgensen, and a big group of Chinese children whom at this occasion waved with national Danish and Chinese flags to demonstrate the prosperous cooperation the two countries in-between.
The event, which focused on how LEGO through their famous bricks bring creativity into children’s everyday life, was kicked-off by H.R.H. The Crown Prince when he together with Esben Stærk Jørgensen unveiled the competition board. This was the official opening of the Asian-wide LEGO competition, which will involve more than 10.000 children all over Asia.
The Crown Prince Couple attended the whole ceremony, and among the honored guests was also Deputy Director, department for teachers’ affairs at the Ministry of Education, Dr. Bingming Wang, division Director for European Affairs at the Ministry of Education, Mr. Xiaochun Yang, the Danish Minister for Gender Equality and Ecclesiastical Affairs, Mr. Manu Sareen and the Danish Ambassador from Denmark to China, Mr. Friis Arne Petersen.
After the official opening the press had opportunity to ask questions to the participating officials, whom elaborated about the Danish-Chinese collaboration and the background for the LEGO competition.
As the press session came to its conclusion, the Royal Couple went to interact with the many children, whom were actively building their creation in the LEGO shop.
Esben Stærk Jørgensen, General Manager of LEGO in China, has expressed gratitude to the royal couple attending the event: “To be able to host H.R.H. The Crown Prince Couple and top officials from The Ministry of Education is a big honour for LEGO. It demonstrates that we have come a long way in combining creative and educating Danish toys with Chinese norms and values, which is key for LEGO’s success in China. We really appreciate the corporation with the Danish Embassy in China on this project, and their support in making this happen for LEGO.”
[box]Original news source: http://kina.um.dk/en/news/newsdisplaypage/?newsID=C2925F67-4F4E-4527-AAA9-ABF4C798046C[/box]