LEGO’s profits had plummeted. Worse still, play itself was on the decline. Statistics showed that kids were spending 2% of their week playing. LEGO saw an opportunity to turn a retail objective into a way to change how the world sees play. Because play isn’t just play. It’s a superpower that develops creativity and confidence.
Our entire creative ecosystem aimed to demonstrate this at every touchpoint. Starting with our launch film, an epic superhero franchise kick-off that was itself playable; a clue-filled, double-screening adventure that expanded into a playverse of social videos, global activations, holiday shorts, and interactive games.
