LEGO is a line of plastic construction toys that are manifactured by The Lego Group. The company’s flagship producto consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. 

LEGO BeNeLux gave us the following briefing: “Create Spinjitzu Spinner craze in Belgium, Luxembourg and the Netherlands.” The main focus laid on driving in-store traffic, stimulating UGC creation and showing the coolness and the fun of the LEGO Ninjago Spinjitzu Spinner.

An online video contest was launched and announced by YouTuber and influencer Dylan Haegens. Children could send in a video of their coolest Spinjitzu Spinner trick – inspired by Dylan’s Top 10 LEGO Ninjago Trickshots video with 556.726 views.

Kids could practice their tricks in 436 toy stores in the BeNeLux where we foresaw a Spinjitzu Spinner trick zone complete with a battle table and several ramps. We encouraged them to share their tricks on social media platforms with the hashtag #BENINJA.

The kids with the absolute coolest trick were invited to a live trick show with Dylan Haegens in 2 selected DreamLand stores in Belgium and 4 Intertoys XL stores in the Netherlands. A little over 100 kids uploaded their trick shot. Per retailer, we selected 5 winners.

During the show, the winners showed their trick live to Dylan. After careful consideration Dylan chose the ultimate Spinjitzu Master. He or she won the grand prize – a complete LEGO Ninjago toy set. After the show, hundreds of kids could meet Dylan Haegens and take a photo with him. In total, we welcomed more than 2000 kids in our 6 locations.

Meanwhile, we organized a Spinner Personalization Roadshow in 29 FUN stores in Belgium. In each store a promo team helped kids to practice their Spinjitzu Spinner tricks and personalize their spinners with lots of cool stickers. Here, we reached 1011 kids.

The in-store activations in combination with the integration of an influencer led to a successful campaign and a complete sell out of the Spinjitzu Spinner in the BeNeLux.

  • To the entire Done by Friday team: my biggest compliments! All the events were very professional and everything ran smoothly. Kids happy, Dylan happy and LEGO happy! Many thanks for your enormous efforts, very much appreciated!

    Head of Marketing LEGO
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