Brand & comms strategy · Advertising & creative · Social & influencer · Content & film
Meet Ming — a new character on the LEGO Play App, built from scratch to give kids a seat at the table.
The Impact
The results.
15
pieces of content in 2025, with 30+ further assets in 2026 and a 2027 continuation already briefed
4
narrative phases took Ming from newcomer to a character kids feel they know, not just a platform feature
Strong receptivity from children on the LEGO Play App, with engagement centred on Ming’s personal story and her behind-the-scenes content
A scalable content framework now in place, ready to carry Ming’s story through 2026 and beyond
The story
How we did it
The challenge
Who better to shape the LEGO® Play platform than the kids who use it? The LEGO Group introduced Ming, a new character built to act as a relatable guide inside the app. She needed to feel authentic - someone figuring things out in public, not a brand mascot.
The strategy
We built a narrative arc across 15 static and animated assets over three months. Ming arrives in Denmark, settles in with a new outfit and a pet cat, pulls back the curtain on the app team’s work, and gathers a community - finding her voice post by post.
