ABOUT

The situation:
2023 was a tough year for the toy category. Households were buying less toys and spending less on the toys they did buy. Worse still, play itself was on the decline - statistics showed that kids were spending just 2% of their week playing.

The brief:
Demonstrate to kids and adults alike, at every touchpoint in the LEGO Group’s global creative ecosystem, that through play you can shape the world around you.

Objectives:
Combine the LEGO Group’s growth objective with a new aim: Reframe the way families see play and its benefits and encourage them to reprioritize it in their lives. And however they are engaging with the campaign - make it playful.


Idea:
Turn play into the ultimate superpower. The superest one of all. Because, it really is.

It’s a superpower that can turn the floor into lava, cushions into mountains, footpaths into Olympic running tracks, LEGO bricks into… whatever on earth you want them to be.

In reality, play is a crucial developmental tool that helps kids develop skills like creativity, confidence and communication. It’s transformative. It changes brains. Develops cognition. Evolves emotional intelligence.

Like we said… a superpower. So let’s get the world to wield it again.


Execution:
What if, instead of making a film that tried to convince kids to play more, we made a film they could literally play? And launched it like a summer superhero blockbuster?

Six superkids, one mission: Bring the play, in an interactive, double-screening adventure littered with clues and easter eggs - with crucial hints discoverable on social, delivered by the stars of the film in accompanying short influencer content.

Participants in the game cracked codes on the LEGO website via desktop and mobile, earning rewards, digital cards and the ability to design their own play superpower.