LEGO Dots: Dot Your World

Abby Wong, Jill Tan

LEGO, a children's toy brand, launched a campaign in China to promote LEGO DOTS and show that LEGO was not just for boys.

Campaign details

Brand: LEGO DotsBrand owner: The LEGO GroupAgency: Initiative ChinaMarket: China (Mainland)Sector: Toys, gamesMedia channels: Content marketing, Mobile & apps, Outdoor, out-of-home, Social media, Televison, Video on demand, Websites & micrositesBudget: 500k - 1 million

Executive summary

In trying to become a brand that is relevant to girls, who saw LEGO as a brand for boys, LEGO launched DOTS, a completely new product specially designed for girls to express themselves through their passions and creativity. Our goal was to help LEGO successfully launch DOTS in...

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