A full 70 hours before the official opening of Legoland and the world’s largest LEGO store inside it, a group of dedicated fans began camping outside the gates, braving cold nights and uncertain odds for a chance to claim one of ten exclusive LEGO Titanic sets, valued at nearly DKK 5,300 (approx. €710).
Fans arrive days ahead for exclusive LEGO giveaway
The frenzy began early Wednesday morning when 22-year-old friends Andreas Juul Lassen and Esben Hyldekvist arrived at 11 a.m., setting up sleeping bags and camping gear to secure their spot at the front of the queue. Their goal? To be among the first ten customers allowed into the store on Saturday morning and receive a massive LEGO set free of charge.
“When you’re a student on [SU], this is a great opportunity to get something as big as that LEGO set,” said Andreas. Calculating the value of the set against their 70-hour wait, the pair joked that their tax-free “wage” would amount to about DKK 75/hour (roughly €10/hour).
LEGO Titanic: a collector’s dream
The sought-after model, the LEGO Titanic, is one of the largest and most detailed sets ever produced by the Danish toy giant. “It’s one of the best building experiences you can get,” Esben explained, highlighting the appeal to both collectors and hardcore fans.
By Thursday morning, more than a dozen enthusiasts had joined the line, huddled in sleeping bags and bundled in layers to fend off near-freezing temperatures. Hotel LEGOLAND provided breakfast and hot coffee to the overnight campers, adding a touch of warmth to the unconventional event.
“A bit crazy, but totally worth it”
Among the hopefuls was Brian Skafte, who had traveled from Ringsted, only to find himself in 12th position—just outside the prize threshold. Despite the setback, Brian remained optimistic: “The dream scenario is that someone in front drops out because of the cold… If not, at least I’ve had a good experience. I still have hope.”
LEGOLAND surprised by early turnout
Niels Hansen, Retail Director at Legoland Billund, admitted that the early turnout had caught them off guard. “We did not expect people to be outside already from Wednesday. Not at all,” he said.
Despite the unexpected enthusiasm, Hansen confirmed that only the first ten would receive the Titanic sets as promised. “We spoke to the last two in line. They know it will be the ten in front who get the boxes.”
A marketing success and a fan ritual
As Legoland opens its gates for the new season, the buzz around the giveaway underscores both the strength of the LEGO brand and the loyalty of its fan base. While some might find camping for days to be extreme, for these superfans, it was a calculated adventure—and for at least ten of them, a very rewarding one.
The official distribution of the Titanic sets is scheduled for Saturday morning at 09:00 when Legoland Billund reopens for the season.
