LEGO FRIENDS – BESTIES ADVENTURE AT CREATIVE LAND

In China, LEGO faced a challenge: while popular among boys, it lacked appeal for girls who sought toys enabling role-playing and storytelling. To address this, LEGO introduced the Friends series, focusing on storytelling over building. The goal was to alter perceptions, making LEGO appealing to girls and fostering excitement to bring Friends home. Recognizing moms as key influencers, we targeted them via RED, a lifestyle platform, showcasing LEGO’s fun aspect and the bonding potential with their daughters. A virtual Heartlake City spot was created on RED, providing a space for shared experiences and creativity. A LEGO store within Heartlake offered interactive activities. Parenting influencers on RED amplified social buzz. Despite limited funds, the campaign achieved significant impact, generating genuine interest in LEGO among mothers and daughters.