Come in and Play
ASSOCIATE CREATIVE DIRECTOR: ABE PIERCE | SENIOR ART DIRECTORS: CHELSEA CARPENTER, JENNIFER GRACE | CREATIVE STRATEGY: JENNI WILLIAMSON | PROJECT MANAGER: EDWARD DEL-PRINCIPE | 3D VENDOR: SIR LANCELOT
From clubhouses to playgrounds, kids have always owned their worlds of imagination. LEGO® Stores and LEGO.com bring that magic to life, at home or on the go! Invite families to dive into the latest LEGO sets, immerse themselves in free activities, join epic building events, and unlock endless fun — Come in and Play.
The team was tasked with creating a campaign concept that would not only highlight our products but also draw families into stores during the months of June to August. I led the development and execution of ‘Come in and Play’, designed to connect LEGO’s Summer novelty SKU lineup, to engaging family activities. We landed on creating a 3-Dimensional ecosystem, for our Play Activities to live and we invited shoppers and families into our dynamic World of Play.
Campaign Wrap
STATISTICS:
The new format Play Table and Scavenger Hunt were positively received by stores: “Perfect campaign for the summer holidays, the stores were filled with kids playing!”
The Store Locator page on LEGO.COM saw an uplift in visits +15% YOY
AMS Campaign assortment performed +6% vs CSP0, with LBR up +14% (+7mDKK)
Across all channels
Our key visual was extended across our physical stores, including our flagship windows in 5th Avenue, Leicester Square and Mall of America, where we created the rooms in real life.
Till screen animations ↑
5th Avenue Flagship →
By designing a series of family-friendly activities that encouraged participation, exploration, and fun, we transformed the seasonal event into an interactive brand moment that strengthened product visibility and increased foot traffic.