LEGO: Braille bricks

Toy brand LEGO introduced its LEGO Braille Bricks to a consumer audience through its 'Play With Braille' campaign to create mass awareness of the importance of learning Braille and encourage inclusive play.

Overview

LEGO Braille Bricks - Play With Braille was a new product for consumer use, but had already launched in educational settings. We needed to look beyond the educational value for the consumer launch story.

We identified an important social value for the product. Research showed that it makes all the difference to blind and partially sighted children if they can share their journey of learning braille with those they love, inviting sighted peers and family members on the journey. By focusing on family stories, we brought to life the importance of inclusive play to create a huge launch moment...

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