Dive Brief:

• Toy maker Lego has partnered with musician Mark Ronson on its first global brand campaign in 30 years. The effort is a collaboration between Lego's internal agency and Paris-based group BETC, according to a press release. The "Rebuild the World" campaign includes TV, digital, in-cinema and out-of-home (OOH) components.
• As part of the campaign, kids will have the chance to meet Ronson and other creative people. The brand will host creative workshops which will encourage kids to reimagine landmarks and invent new tools to solve every day problems, and kids are encouraged to share their new creations on the Lego Life app or online.
• The campaign is centered on a two-minute animated video that takes place inside of a child's imagination. In addition, the OOH elements encourage kids to challenge gender stereotypes, according to Adweek.

Dive Insight:

This latest global effort is the Danish brand's massive worldwide push to promote itself as the toy for creativity, using the digital space as the vehicle. Julia Goldin, Lego's CMO, told Forbes the effort was less about promoting products and more about inspiring kids and adults to be creative. Still, by encouraging kids to pick up their own Lego to build what inspires them and then to share those through the brand's app and online, Lego brings the effort back to its toys just as the holiday toy season kicks off.

By tapping Mark Ronson for music and then bringing him into the conversation about creativity, Lego is testing influencer marketing that supports the brand message. Ronson's involvement in creative workshops that provide a forum for inspiration gives Lego an opportunity to be seen more as a lifestyle brand than just a toy maker.

The OOH components that encourage kids to challenge gender stereotypes brings Lego in line with other purpose-driven brands like Unilever and P&G that have sought to address societal gender disparities. Similarly, Mercedes-Benz USA in May teamed up with toy maker Mattel to show girls they can be anything by giving away thousands of toy cars.

Lego has been at the forefront of digital engagement for the last several years with efforts to engage and reach kids online. The company hired its first chief digital officer in April to help build a digital vision to connect with kids online. The company ran a social media campaign, with a $100 budget, asking kids to build a "Kronkiwongi" — a made up thing — and put kids to task to build and explain their design.

The campaign comes as toy makers must look for new ways to engage consumers for holiday toy sales. Last year toy sales fell 2% during the holiday season, according to an NPD Group report, after Toys R Us shuttered its doors and left less shelf space for toys. While Target reported an increase in holiday sales last holiday season, particularly in terms of toy and baby products, and Amazon as seen spikes in toy sales, brands like Lego must move beyond traditional advertising to engage with consumers.