LEGO had big ambitions to become the must-buy gift over the holiday period. We needed more than a Christmas miracle because we didn’t have a LEGO movie to fall back on.

To avoid shoppers second-guessing their present-giving choices we turned to the experts: Kids. Because when it comes to Christmas, nobody knows what kids want more than kids. In a sea of retail ads and recommendations with grown up voices and price-led promotions, we sang a different tune. An unashamedly excitable one that declared LEGO the best gift ever!!

The bells chimed across radio, social, digital, TV, OOH and PR as LEGO was declared the best gift ever!! Sales showed a 5% year on year growth making it a very merry Christmas all round.