What's Happening?
Lego has released a new holiday advertisement aimed at encouraging tweens to engage in play rather than spending time on their phones. The ad, created by Our Lego Agency and animation studio beEpic, features a 12-year-old named Eddie who is guided by Lego minifigures
back to holiday fun under the tree. The ad includes characters like Darth Vader and Spider-Man, and the main set required over 97,000 Lego bricks. This campaign follows Lego's 'Never Stop Playing' ad and precedes the Build to Give initiative, which supports toy donations to children in need.
Why It's Important?
Lego's holiday ad addresses the growing concern of screen time among tweens, promoting the benefits of physical play and creativity. By targeting this demographic, Lego aims to reinforce its brand message of imaginative play, potentially increasing sales during the holiday season. The ad also supports Lego's philanthropic efforts through the Build to Give initiative, enhancing the company's corporate social responsibility profile. This approach may strengthen Lego's market position by appealing to parents who value educational and creative toys.
What's Next?
Lego is likely to continue its focus on campaigns that promote play and creativity, potentially expanding its initiatives to include more interactive and educational content. The success of the holiday ad may lead to further collaborations with animation studios to create engaging content. Lego's Build to Give initiative will continue to play a crucial role in its holiday marketing strategy, with potential expansions to reach more children in need.
Beyond the Headlines
The ad highlights the cultural shift towards digital consumption among tweens and the importance of balancing screen time with physical play. Lego's campaign reflects broader societal concerns about the impact of technology on childhood development, emphasizing the need for brands to address these issues through creative marketing strategies.
