Brand & comms strategy · Advertising & creative · Digital tools & assets · Content & film
A digital birthday hub that carries families from the first spark of inspiration all the way to party day.
The Impact
The results.
4
themed party worlds — Unicorns, Dinosaurs, LEGO® Ninjago and Animals — with strong download rates across all four packs from launch
5
language markets, with a positive audience response across every one, proving out the localisation strategy
High engagement with the CGI activity videos, particularly among the LEGO Ninjago and Dinosaur themes
The experience is actively driving discovery of the wider LEGO product range through theme-relevant gift inspiration
The story
How we did it
The challenge
Planning a child’s birthday sounds simple, but it’s far from a piece of cake. For busy millennial parents, juggling theme inspiration, activities and gift ideas is stressful - and for gift-givers, finding something age-appropriate for a 5 to 12 year old is rarely straightforward.
The strategy
We built a digital birthday hub that carries families from the first spark of inspiration through to party day. Four fan-favourite themes - Unicorns, Dinosaurs, LEGO Ninjago and Animals - each became a party world, with downloadable packs, bespoke activities and a CGI explainer film, in five languages.
