Lego Canada and Amazon Prime Monday Night Hockey have teamed up to create an immersive brand experience at Toronto’s Union Station. To celebrate the Calgary Flames vs. Toronto Maple Leafs game on March 17, the brands will unveil the “Hockey Wall,” a hockey-themed Lego brick mural that commuters will be able to assemble at the station.

The mural, located in the front row of the activation space, will be accompanied by free experiences, including the opportunity to build other Lego mural pieces, take photos with Lego models, and access scannable QR codes that connect to a personalized experience in the Lego store.

The partners said the initiative aims to celebrate the spirit of Canadian hockey and deliver memorable experience for fans, demonstrating their commitment to innovation and creativity in marketing and customer experience.

PWHL celebrates Indigenous heritage with new activations

The Professional Women’s Hockey League (PWHL) is launching new initiatives to recognize and honor the rich heritage of Canada’s Indigenous peoples.

As part of the Indigenous Heritage Unity Games, the league has commissioned a piece by renowned Indigenous artist Alanah Astehtsi̲’ Otsistóhkwaˀ (Morningstar) Jewell, a Bear Clan member from Oneida Nation of the Thames. This year’s Unity Games, taking place throughout March, will also feature special appearances by community leaders and First Nations youth hockey teams.

The artwork will be featured on the PWHL’s Indigenous Heritage Celebration commemorative poster and will be available for purchase at each of the three venues, beginning on their Indigenous Celebration Game.

The Ottawa Charge, Montréal Victoire, and Toronto Sceptres will dedicate each game to recognizing and honoring the contributions and heritage of First Nations, Inuit, and Métis peoples. The PWHL will also commemorate Women’s Empowerment Month and Black History Month with special tributes, artwork, and activations across all Canadian teams during the Unity Games.