ABOUT

To launch the LEGO Tuxedo Cat, we let the internet do it for us. A tweet full of gibberish was posted to The LEGO Group’s X account with no explanation. Confusion followed. Was it a hack? An AI glitch? Theories spread fast. Then came the twist: the LEGO Tuxedo Cat, casually sitting on a laptop, was behind it all. By tapping into the internet’s love for brand blunders, speculation, and, of course, cats, we turned a simple product drop into a widely shared moment—without spending a cent.