LEGO Monkie Kid: Light Up China

Abby Wong, Jill Tan

LEGO, a children's toy brand, created a campaign to launch Monkie Kid in China.

Campaign details

Brand: LEGO Monkie KidBrand owner: The LEGO GroupAgency: Initiative ChinaMarket: China (Mainland)Sector: Toys, gamesMedia channels: Livestreaming, Mobile & apps, Online video, Outdoor, out-of-home, Social media, Video on demandBudget: 1 - 3 million

Executive summary

Inspired by the Chinese legend, 'Journey to the West', LEGO created the Monkie Kid range to continue bringing fun and learn-through-play experiences with Chinese kids. This will be one of the most important core lines for LEGO China with a high expectation of growth. This first campaign has a mission...

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