Come in and Play
Branding, 360 Campaign
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! We invited 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.
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
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 Clubhouse of Play.
Campaign Wrap
“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
Animations, online and in-store ↑
5th Avenue NYC Flagship →
The key visual was extended across all physical stores, including our flagship windows in NYC 5th Avenue, Leicester Square in London and the Mall of America, where we created the rooms of our clubhouse in real life.
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.