LEGO
A New World of Friends
LEGO wanted to introduce a new generation of Friends characters through play. Engaged connected a virtual world with in-store discovery, a doodle hunt, friendship booklets and a VR experience at LEGO World.
Delivered by
The opportunity
LEGO wanted to introduce a new generation of Friends characters through play.
What we did
Engaged connected a virtual world with in-store discovery, a doodle hunt, friendship booklets and a VR experience at LEGO World.
The virtual world recreated the sets and characters’ rooms, while cardboard versions of Heartlake International School brought discovery into stores. Children searched for five hidden elements to earn a friendship booklet; a retailer-site widget extended the same activity online.
The outcome
The activation was delivered across 25 countries and 21 languages.
Engaged adapted the virtual world into VR for LEGO World, connecting home exploration, retail discovery and live play within the same international launch.
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