THE DEMONS and LEGO Australia are set to have some fun in 2025, with the iconic brand joining as the Official Toy Partner of the Melbourne Football Club.

The LEGO® brand, one of the world’s leading manufacturers of play materials, will add to the joy of the red and blue, showcasing its support across the club’s AFL and AFLW programs.

There will be bricks aplenty at kid-friendly events throughout the year, with LEGO Australia’s focus on junior fans at the heart of the partnership.

Melbourne Chief Commercial Officer Chris Kearon said the LEGO brand, which focuses on inspiring and developing the builders of tomorrow, made for the perfect playmate.

“Going to the footy is such a family event – just like playing with LEGO bricks,” Kearon said.

“We’re really proud to lean into these traditions and welcome LEGO Australia to our family. We see this as a great opportunity to add to our rich histories and create memories of our own together.

“It’s going to be an exciting year, made all the more fun thanks to LEGO Australia.”

Vice President and General Manager of LEGO Australia Troy Taylor reinforced the excitement of bringing two classic and creative brands together.

“As champions of creative play for all children, LEGO Australia recognises the powerful bonds that can be forged through play,” Taylor said.

“The Melbourne Football Club embodies this, showcasing the strong relationships that are created on the field and in the stands when we come together to celebrate and enjoy a common passion. 

“We look forward to building initiatives that encourage children and families to explore their creativity while enjoying the thrill of Aussie rules football, which is about embracing the spirit of teamwork.”