LEGO sought to drive brand awareness among their target audience in multiple markets. They also strived to give children and parents the chance to explore the product and learn about the world of LEGO.
Coming back for a second tour, LEGO hit 10 cities in the Midwest and West Coast with an experience to create buzz in the retail districts and cultural hotspots of each market. LEGO City, their most iconic Theme, is designed to encourage kids to make creative choices and explore their ideas. The activation showcased the LEGO City collection and had lines down the block with kids eager to play and learn. The activation was the first exposure to the world of LEGO for some that stopped by.