What's Happening?
Lego has launched a new holiday advertisement aimed at encouraging tweens to engage in play and family time, rather than spending time on their phones. The ad, created by Lego's in-house Our Lego Agency in collaboration with animation studio beEpic, features
a 12-year-old named Eddie who initially retreats to his bedroom, ignoring his younger sister and the holiday character Cataclaws. As Eddie scrolls through his phone, Lego minifigures, including characters like Darth Vader and Spider-Man, appear and perform Lionel Richie’s song 'Hello,' guiding him back to the living room to enjoy holiday festivities. The ad's main set was constructed using over 97,000 Lego bricks. This campaign follows Lego's 'Never Stop Playing' ad from September, which featured actor Tom Holland rediscovering the joy of play.
Why It's Important?
The advertisement highlights the growing concern over children's increasing screen time and decreasing interest in traditional play. By targeting tweens, Lego aims to reinforce the importance of imaginative play and family interaction during the holiday season. This campaign also supports Lego's Build to Give initiative, which encourages consumers to create heart shapes with Lego bricks, contributing to the company's efforts to donate toys to children in hospitals and vulnerable communities. The ad serves as a reminder of the value of creativity and play in child development, potentially influencing parental purchasing decisions during the holiday season.
What's Next?
Lego's holiday campaign is expected to continue promoting its Build to Give initiative, encouraging consumers to participate in charitable activities through creative play. The company may also expand its marketing efforts to further engage tweens and their families, potentially leading to increased sales during the holiday season. As the campaign gains traction, it could inspire other toy manufacturers to develop similar initiatives that emphasize the importance of play and community support.
Beyond the Headlines
The campaign reflects broader societal concerns about the impact of technology on children's social skills and development. By promoting play, Lego addresses these issues, encouraging a balance between digital and physical activities. The ad also underscores the role of brands in fostering community engagement and social responsibility, as seen in Lego's commitment to donating toys to children in need.
