The LEGO Group has launched a new campaign that celebrates the magic and creative potential of children’s imagination this holiday season. Their festive campaign showed how LEGO® play helps to unlock children’s creativity as they build, unbuild and rebuild the world around them for the better.
The campaign takes us on an enchanting journey through children’s boundless imaginations as they use play to bring people together and overcome challenges – with every character, animal, and vehicle in the colourful adventure built using the LEGO System in Play.
Backed by a reimagined version of Queen’s pop classic ‘Don’t Stop Me Now’ – the film sees giant bees scaring away LEGO Star Wars™ stormtroopers, a fire-fighting dragon spraying water rather than flames, and cactuses that are given glamourous LEGO tile jackets so they can cuddle up to balloon dog friends. Shoppable formats are used to help gift givers easily find the LEGO products that inspire the children in the film.
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, said; “As with everything we do, this campaign is inspired by children whose extraordinary imaginations show us that the world is full of possibilities. Whatever a child’s passion – whether it’s vehicles, animals, superheroes, arts and crafts, or something entirely different – with LEGO Play they can explore and rebuild the world around them while developing skills such as creative resilience, communication and the confidence they need to thrive in it.”
Running alongside the Holiday campaign is the LEGO Group’s annual #BuildToGive initiative. For the fifth year running, #BuildtoGive will encourage families to come together and get creative with LEGO bricks to help a child in need. For every star built and shared on social media or LEGO Life using the hashtag #BuildToGive before the end of December, the LEGO Group will donate a LEGO set to a child in need, giving up to 1.5 million children in hospitals, children’s homes, and vulnerable communities the chance to play this holiday season. It's clear to see that LEGO never gets old.
Creativity is your own limitation. Let's start the new year creatively.