Lego Playbox Station

Problem: Develop a new in-store experience that encourages and fosters children's creativity and imaginations by breaking rules and coloring outside the lines.

Solution: The Lego Playbox. Technology that allows a child’s natural creativity to be transformed into a Lego kit.

Co-Art Director/Designer/Animator/Video Editor: Shane Matula
Copywriter: Emily Hentschel
Music courtesy of: Asche & Spencer

In-store Experience
Lego Playbox offers an in-store experience unlike any other. Bring your child’s artwork into the store and scan it into the Lego Playbox Station. The Playbox Station will dispense Lego bricks and instructions on how to bring their creation to life. But this isn’t the only thing Lego Playbox can do. Kids can also explore their creations on a larger scale in virtual reality.

OOH
Child’s doodles create a path that leads directly to the Lego Playbox station inside the Lego Store.

Print
Four-page insert in a parenting magazine includes a 3D pop-up of a Lego Kit.

Social Posts & Instagram Grid
Instagram posts show how a child’s doodle becomes a Lego kit using Lego Playbox.

Social Stories-Playbox Playoffs
Using Instagram stories, children submit their drawings and the public votes on their favorite idea. The winner receives a Lego kit based on their design and free Legos for a year.

Here’s the winner of the contest.

TV
A Lego commercial bleeds into other commercials and programs showing how a young girl breaks boundaries, goes from drawing on the walls at home to a weather forecast, into a Seinfeld episode, and a Rogaine commercial. The series of videos end with her parents taking her to the Lego Store to turn her creation into a Lego kit.

LOGOS