LEGO®
Client Challenge
As the next generation spends more of its time inside UGC-driven gaming platforms, how could one of the world’s most recognisable toy brands engage players in a way that felt interactive, creative and native to Roblox?
Campaign Objective
Extend the LEGO® Brand into Digital Play: Position the LEGO® brand as a natural part of the worlds Gen Z and Gen Alpha already enjoy. Drive Meaningful Engagement: Encourage players to actively interact with the campaign through exploration, collection, creativity and progression. Bring LEGO® Play Values to Life: Translate the brand’s focus on creativity, building and imaginative play into interactive experiences designed around each game’s existing mechanics.
Execution
As part of a wider cross-game Roblox campaign, the LEGO Group partnered with Pears.gg to bring the LEGO® brand into Musical Chairs and Teamwork Puzzles 2. They created two game-specific integrations featuring custom environments, collectible LEGO® studs, quests and exclusive rewards: Two-Game Activation: Each integration was designed around the game’s existing mechanics, allowing the LEGO® brand to feel like a natural extension of the player experience rather than a traditional advertisement. Teamwork Puzzles 2: Players entered a dedicated LEGO® obby, collected studs, built obstacles, completed quests and unlocked branded rewards while progressing through collaborative challenges. Musical Chairs: Players explored LEGO®-themed Carnival and Dining Hall environments, interacted with branded characters, collected studs and unlocked rewards through the game’s competitive social gameplay. The activation demonstrated how the LEGO® brand could translate its values of creativity and play into immersive experiences that players actively chose to explore and engage with.
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