The lens enables Snapchatters to select from a variety of Lego Dots styles to decorate frames around their faces.

Lego is also running video ads on Snapchat, including six-second non-skip commercials, which incorporate the ability for users to swipe up and access the lens.

Snap Inc. director of U.S. creative strategy Kaitlin McGirl said, “The campaign is showing a high level of relevance as parents look to entertain their families at home more than ever right now. We’re seeing a very high engagement time with the lens due its interactive, creative and customizable selfie-experience. The commercials are also having a hyper-efficient cost per view from Snapchatters who have played with the lens. It’s great to see this level of engagement, especially from the parents on our platform.”