Talk about building your audience brick-by-brick.
at Chicago’s legendarily salty Weiner Circle and on Saturday he popped in to a Lego store at Minneapolis’ massive Mall of America for a shift at a “brick specialist.”In a video on his Instagram, Sheeran posts up behind the counter as a shocked mom says, “are you kidding me!? Oh my God, my daughter’s gonna freak out!” Sheeran then turns to the camera to show off his official Lego store uniform, consisting of a blue Lego shirt, the signature yellow smock and, yes, an “Ed” name tag.
“I’m here at the Mall of America in Minnesota and I have my Lego outfit on to be a brick specialist at the Lego store and then play ‘Lego House!,” AFOL Sheeran tells the camera. In a montage, Sheeran helps some young shoppers find the right bricks, pushes stock around on a cart and signs a Lego house set for a young fan.
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