Kicking off at Toys ‘R’ Us today is a month-long Bricktober event, in partnership with Lego Systems, to celebrate the iconic construction toy.

Every week during October, TRU shops and Toysrus.com will offer savings on all Lego products, starting with up to 30% off on select products, with additional specials on more than 230 construction sets at TRU from October 4-10, while supplies last. The following weeks will see stores across the US providing special offers, gifts with purchase and other deals.

TRU will also house dedicated Lego boutiques in every store, with visuals of a giant Lego brick and featuring an assortment of construction sets. The toy retailer will support the Bricktober program, events and products with a comprehensive marketing campaign. On October 4, LEGO products will be featured each week on either the front or back cover of the company’s newspaper circulars.

Meanwhile, TRU and Lego are doling out one complimentary, collectible Lego brick each week during the promo month with the purchase of any Lego product. At the end of Bricktober, consumers who receive all four collectible bricks can combine them to create a skeleton from the Lego Castle collection.

TRU stores nationwide will be hosting special racing-themed Lego Bricktober 500 events on Saturday, October 24, when kids will be building and decorating their own complimentary Lego cars and receiving an official Bricktober 500 driver’s license.

The retailer will also be offering dozens of exclusive products, from movie-themed construction sets and buildable cityscapes to Lego-themed electronics and basic boxes of LEGO bricks.