LEGO is a line of plastic construction toys that are manufactured by The LEGO Group, a privately held company based in Denmark. The company’s flagship product, LEGO, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. LEGO pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

LEGO TECH has a large range of interesting toys for children of all ages. How do we communicate to parents that (playing with) these products contributes to their children’s education? At the same time, we want to make clear that one LEGO TECH toy can be used to build many different creations.

To showcase kids could have fun, develop their 21st century skills AND help with housekeeping, we developed a campaign featuring some of LEGO’s TECH products.

We created an online video in which we introduce LEGO TECH lifehacks: simple tricks made possible by the children’s imagination, together with LEGO’s technology. The video shows the modern family life where children help with household chores by using LEGO TECH toys in various clever ways. It demonstrates what is possible if children use their imagination and ‘play outside the box’.

The video was shared via retailers and social media in Belgium and The Netherlands.

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