Route 66 Centennial
Wednesday 11th November, 2026
Route 66 Centennial is a year-long, nationwide US commemoration marking 100 years since the historic highway’s federal designation, with community events, monuments and coordinated programming along the corridor through 2026. This gives Lego’s PR team a chance to talk about storytelling, nostalgia and road-trip family play — especially in the US market — as communities and collectors engage with vintage Americana and hands-on experiences during the centenary.
Why have we flagged this?
Route 66’s centenary ties neatly to storytelling, nostalgia and family road-trip play — Lego could create US-focused campaign pieces (limited-edition kits, roadside build events, vintage Americana data stories) and react to local centenary happenings with expert comment or pop-up builds, but the connection is primarily thematic rather than core business-wide.
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