The 2010 world record for the tallest Lego tower has officially been beaten by a Brazilian tower reaching 102 feet and 3 inches.
Last year's record-breaking tower was built in Chile, but only reached a little over 101 feet.
Approximately 6,000 children and adults built the tower--made up of 500,000 individual Lego pieces--in a Sao Paulo parking lot. With the help of a crane, the pieces are being supported by wire framing to prevent the tower from toppling over in the wind.
Roberio Esteves, director of Lego's Brazil branch, told Yahoo News: "This is a very interactive event where families take part, schools take part. We promote teamwork in order to reach our main objective, which is to establish Brazil as the country that holds the record of the Lego tower.
Previous Lego tower records have been set around the world, including in Toronto, Hong Kong, Moscow, South Korea and Chile.