2016 One Show: Merit

When you were a kid, did you ever imagine that your toys had a life when you weren’t looking? When you went to sleep, did you wish that you could wake up the next day and explore all the wondrous mischief they’d been up to? Well, what if we told you that at Lego Stores, when the day’s done and the lights dim, this is precisely what happens? The Legos have gone haywire. Free from their boxes, they continue to build; and they can’t wait for us to show up and share in the magic.

 


INVITATION TO STORE

To kick off the experience, children receive letters from the Legos sharing a secret with them, and inviting them to the store to be a part of it.


BUILDING EXCITEMENT

To build interest and buzz around the big in-store event, Legos begins to invade the physical world.

Lego_OOH.jpg

And, the digital world. 


LEGO STORE UNBOXED

And now, for the main event. The Legos have taken over the center of the store.  Every week the Legos create a new centerpiece for kids to play with based on themes like holidays, movies, or simply their wildest imagination.

Tame the fire-breathing dragon.

Tame the fire-breathing dragon.

Save our planet on Earth Day

Save our planet on Earth Day

Help find Dory!

Help find Dory!


THE FUN CONTINUES

It doesn’t end with the store visit. The Legos continue to entertain us with their antics on social media.