LEGO takes play to new heights

Dec - 2020



LEGO, arguably one of the most iconic children’s toy and a staple in most households with kids, has leveraged the power of Digital Large Format to reignite creativity among children and adults alike. 

In a UK first, LEGO has used the latest developments in “haptic technology” to create a truly unique digital play experience that allows shoppers to “move, rotate and ‘build’ virtual LEGO bricks on the ground with their creations displayed on a Large Format digital screen for all to see. This innovative activation ran at Westfield Stratford Shopping centre in London to capture audiences when they were shopping and had time to dwell, and to ensure LEGO was top-of-mind close to the point of purchase.

It forms part of the global ‘Rebuild the world’ campaign which aims to “fire-up children’s creativity and reconnect people with the roots of the brand.”



Bricks Fanz; Marketing Week