For Jen Speirs, chief creative officer at Droga5 Dublin, there was a balance to strike between delivering a message to adults and engaging kids.

“Certain, deliberate beats within the story itself were designed to show how collaboration is better. That’s why we included scenes like the office dance scene,” she said. “For kids, there’s plenty of fun too – floating hot dogs and adventure. There’s a serious message to land, so that by the time we get to the holiday season, there’s value built in around how important Lego play is to kids and their parents.”

The Lego Insider scoop

In August 2023, the 91-year-old business made changes to its loyalty program, Lego VIP, rebranding it to Lego Insiders. Customers can earn rewards and redeem points against purchases via the free membership initiative, participate in interactive competitions and access exclusive merch.

“Play Is Your Superpower” will incorporate Lego Insiders perks, said Taylor.

“Most of our campaigns in the future will, to be honest. We want people to join the membership. That will be an increasing goal of our marketing,” she continued.

With Gen Alpha in mind, Lego has been advancing with a strategy that blends its traditional physical product with digital innovation, gleaning first-party data and opening up fresh revenue streams in the process.

Last year, Taylor’s predecessor, Remi Marcelli, was enlisted as svp of Lego’s gaming and metaverse experiences. The business announced soon after it was gearing up to launch a hotly anticipated kid-friendly metaverse project with Fortnite owner Epic Games.

Though that project is still very much in the works, Taylor believes there’s some “synergy” between the messaging of the latest global campaign and Lego’s foray into Web 3.

“This message [about the power of play] relates to all our initiatives in some form because it’s a Masterbrand story,” she asserted. “Everything we do is about making the play the hero in the story we want to tell, so it’s an easy connection to make.”