Operation Playground
The Idea—
There’s no toy that sparks imagination quite like LEGO. Whether you’re a kid or a kid at heart…Just starting with the classic bricks or attempting an elaborate build—the same fact still applies:
There’s a playground in every box.
As we enter our 90th year, we want to celebrate more than just an anniversary. We want to celebrate the imaginations that got us here.
So bust out your base plates and get ready to build. Because this year, whatever you dream up might just become a reality.
My Role—
Senior Art Director
Retailer Specific Key Visual—
Toys R Us Specific Concept—
Toys “R” Us and LEGO both understand the benefits of play. Whether it’s being used for sensory development, to improve cognitive skills or simply bring a moment of joy, play is an important part of daily life. For our 90th Anniversary, we want to bring more attention to play and help ensure we all can experience a little more of it.
Endcap—
“small Scale” Install—
WOW Display—
Insight—
Toys “R” Us Canada seeks out products that will be beneficial to her children’s creative development.
Activations—
GET playground base plate:
Every LEGO purchase will come with a free 90th Anniversary base plate with promo info to inspire participation.
WIN a real-life version built by an LCP
Winning designs will be picked by the LEGO Certified Pro, who will build a real-life replica in the community.
BUILD your dream playground
Builders will be encouraged to create their ultimate playground and upload it on LegoPlayground.com
Sensory Playground Event
To kick off the program, we’ll build a sensory playground at one of the flagship stores, giving shoppers a chance to learn about and experience the benefits of play.
Push Notifications
We’ll direct shoppers to the LEGO display upon walking into the store, prompting them to stop by to participate.
Tru Crew
We’ll tap into existing Toys “R” Us parent influencers with autistic children to spread the word about the program and invite followers to do some good.
