CASE
Closely linked to the LEGO universe and its design, Room Copenhagen have developed a unique and iconic product range that takes the LEGO experience a step further with products that make storage as well as school lunches, picnics and family outings part of the LEGO adventure. Products launched in Summer 2010.

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OBJECTIVES

  • Storage solutions for kids that play with LEGO bricks
  • Offer iconic design, quality products that all live within one ”system”, appeal to kids, their parents and fans
  • Extend LEGO consumer play experience beyond toys by broadening the play universe and brick-play experience
  • Extend LEGO brand presence beyond toy retail shelf, thus allowing for incremental revenue

KEY MEDIA & MECHANISM

  • ATL and BTL advertising, BTS blog campaign

KEY RESULTS

  • Projected royalties in excess of 6.000.000 USD in 5 years

BRAND IMPACT

  • Extends play value, deepen the play universe and works functionally together with Core LEGO products
  • LEGO gains added consumer touch points outside of the toy channel and into gift and design stores
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