LEGO / Retail Experiential / LEGO Friends Hangouts

How do you introduce a brand new generation of LEGO Friends to a brand new generation of potential fans?

By inviting them to hang out in the space that expresses their individual personalities the best… Their bedrooms!

Bullring Birmingham Activation

We took over a huge 20m x 7m space at the Bullring Birmingham for 4 days over school half term. We created life sized replicas of four of the new characters bedroom sets for kids to explore and engage with.

On the outside of the space there was an activation featuring a QR code that enabled kids to access an AR recreation of Heartlake International High School that they could access via the digital portal of one of the Friends lockers.

Each kid that entered the space was given an activity leaflet with different activities listed for different bedrooms. Those that engaged with them would be able to collect a stamp or sticker for their sheet to show that they had taking part. Kids who collected stamps or stickers for all of the rooms could then go up to the central hub to enter the “design your dream bedroom” competition.

The central hub was where kids could enter the “design your dream bedroom” competition but not before getting a stamp or sticker from all four of the surrounding bedroom activations. Kids were given prebuilt room templates and furniture pieces to be able to quickly design and build their dream bedroom. Once completed, a BA would take a photo of their design and their details before entering it into the competition online.

Leo’s Room

In the new generation of LEGO Friends, Leo is obsessed with sport and cooking. So much so that he has his own kitchen and food vlogging set up in his bedroom. We brought this space to life and challenged kids to pack a lunchbox with their favourite protein, vegetable and carbohydrate in under 30 seconds and then tell us their dream destination to take it with them to.

Liann’s Room

Liann is a skateboarder and artist so we tasked kids with customising colourful skateboard templates with stickers and doodles of their own before getting a photo of themselves with their creation at the photo booth to share on LEGO Life and/or social media.

Aliya’s Room

Aliya is the studious leader of the new set of LEGO Friends so her room had tablets where kids could access online information all about the show as well as a fun match and pair game to help introduce all of the characters in an engaging and memorable way.

Nova’s Room

Nova is a huge gamer and pet lover, so we created a digital game on her computer screen where we asked questions about clips from the show to see how attentive they are. We also had a spot the difference image of a scene from one of the episodes as well as an additional challenge to try and “spot pickles” – Nova’s adorable pet dog – around the space in various places.

We also invited Video Creator and Influencer Yammy to the event to help spread the word about the event and competition. She captured content from all four of the bedroom sets as well as the central hub to post out to all of her followers on social media.

We also had a host of BAs on hand with branded t-shirts to help guests with the activations, teach them more about the new characters and help with their “build your dream bedroom” submissions.

The event was preceded by promotions online to encourage awareness and attendance over the activation period.

Role: Creative Director

Agency: The Producers

Producers: Maia Henderson, Vicky Elliot and Tom Gale

Lead Designer: Alex Walden

Additional Designer and Artworker: Mark Thornicroft