LEGO Dot Your World

In China, LEGO is popular amongst boys but not girls. For Girls, what’s fun about a toy is that it could ignite their imagination such as playing house or a superhero slaying dragons. Storytelling, roleplaying and craft gives them opportunities to express themselves. Meanwhile, Moms, who are influencers and shoppers for daughters, share the same thoughts as they did not grow up with LEGO.

DOTS was created to give girls a reason to love LEGO! It is a bracelet or stationary holder where you can put LEGO dots on top, creating your very own design!

The task was to dial up features girls and moms would love, by bringing out the fun before the building process. This launch would set momentum for the girls market in China for now and forever!