South Africa, July 11 -- In that time, the agency has helped cultivate a thriving community of fans, creators, collectors, and everyday builders. Toward the end of June, that work reached an exciting milestone: 100,000 followers on the Lego South Africa Instagram page.

While follower count is often considered a vanity metric, this number reflects more than just growth, it represents a highly engaged, passionate community. Over the past five years (April 2020 to June 2025), the page has seen:

This success is thanks to a strategy built around local relevance, curated global content, and fan-generated creativity. From proudly South African attitude and humour to inspiring global builds, the content mix has been designed to reflect the Lego...