Case Study: LEGO Group inspires play and boosts engagement with Amplify’s LEGO Superpower Academy

LEGO Group drives 25.1m media reach with Amplify's Superpower Academy

The LEGO Group, a global leader in toys, partnered with Amplify to address the challenge of inspiring families to prioritize playtime. Despite research showing play's significant benefits for child development, a study found children spend only 2% of their week playing. LEGO's goal was to break down barriers to play and use their "Play is Your Superpower" initiative to encourage more families to make play a part of their daily lifestyle.

Amplify created The LEGO Superpower Academy, a free, immersive escape room experience in central London designed to unleash the superpowers of play. The solution consisted of four theatrical play missions where families solved puzzles and built creations together. The results for Amplify and LEGO were highly successful, with over 1,500 attendees, an average dwell time of 42 minutes, and a 9.6/10 average rating. The experience was extended due to popular demand, and it achieved a total media reach of 25.1 million.

LEGO Group