Case Study: The LEGO Group Reimagines Play for Tweens with Amplify’s World Play Day Experience

The LEGO Group brings World Play Day to 12,000+ attendees with Amplify

The LEGO Group faced the challenge of reconnecting with tweens, a demographic that often associates their products with childhood and solo play, causing the brand to lose its cool factor. Their goal for World Play Day was to re-code play with LEGOs as a way for kids to build their worlds. Amplify was the vendor partner for this initiative.

Amplify addressed this by creating large-scale, interactive events in Boston and Berlin. In Boston, they transformed a park into "Lego Brick City" with themed zones for music, art, and sports. In Berlin, they installed interactive play experiences across four neighborhoods. The solution successfully engaged over 12,000 attendees, directly tackling the challenge by making LEGO play a dynamic, social, and culturally relevant activity for tweens.

The LEGO Group