Toy maker LEGO has once again raised the bar for the ever-increasing record title Tallest structure built with interlocking plastic bricks, having beaten their own record almost exactly a year later.
Lego Italia (Italy) built a structure in Milan that measured a soaring 35.05 m (114 ft 11 in) and required approximately 550,000 LEGO bricks to complete.
The Italian team out-built Lego Store Budapest who constructed a 34.76 m (114 ft 0.50 in) tower in Hungary last year. The LEGO Group donated seven euros for every centimetre of the tower that was built to a project which focuses on the protection and development of Urban Oasis, in collaboration with the World Wildlife Fund.
The event organisers were keen to demonstrate that as each of the tiny bricks were important to complete the huge structure, small actions like donating to charity are important to help build a better future.
Over the five day event 18,000 builders contributed to the towering success and the tower was visited by more than 50,000 spectators.
Many of the builders were children, since one of the main objectives of the record attempt was to inspire kids to develop their skills in creativity, imagination and learn how to to work as a team.
The tower was so high that popular Italian TV personality Alessandro Cattelan had to be lifted by a crane to place the last, history-making brick.
Following this, Guinness World Records adjudicator Lorenzo Veltri happily announced the record triumph.
Many other record-breakers have worked with LEGO – for example, one competitive record is for the Tallest structure built with interlocking plastic bricks in one minute - the record is 131 bricks tall, built by Andy Parsons (UK). Recently at Brick 2014 in London, children contributed to a new record for the Largest LEGO® Minecraft diorama.