Edinburgh’s Hogmanay (Hogmanay in the Gardens)
Thursday 31st December, 2026
Edinburgh’s Hogmanay is a multi-day New Year festival in Scotland drawing big domestic and international crowds for events like the ticketed Concert in the Gardens, street parties, torchlight procession and midnight fireworks in and around West Princes Street Gardens. This gives Lego’s PR team a chance to talk about family-friendly, creative New Year experiences and community play in the UK — especially relevant for seasonal sets, city-themed products or partnerships around public festivals that attract families and tourists.
Why have we flagged this?
Clear, strong fit: Lego can run proactive family-focused campaigns (seasonal sets, Hogmanay-themed builds, interactive pop-up builds in the Gardens) and offer reactive expert comment on family-safe festival activities and creative play at public events. High potential for owned activations and local media coverage in the UK.
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