The partnership between the LEGO Group and the Southbank Centre successfully tackled two critical business challenges: driving the recycling of LEGO® bricks via the LEGO® Replay scheme and challenging gender stereotypes and engaging young girls through the LEGO She Built That campaign.
Faced with data showing that LEGO bricks were perceived as more relevant to boys, the partnership leveraged the Southbank Centre’s cultural platform and ethically conscious family audience. The strategy focused on two existing Southbank Centre assets: the Southbank’s own REPLAY recycled playground and its Dance Your Way Home Summer festival.
Execution was multi-faceted, utilising experiential marketing (workshops, dress up, LEGO take aways) and cultural capital (co-creating a celebratory music video with dance company ZooNation). By offering free, high-value workshops and taking over prominent London spaces during peak season, the partnership successfully positioned the LEGO Group as not just a producer of bricks, but as tools for imagination, empowerment, and sustainability. The partnership achieved a visibility boost for both the LEGO’s Replay scheme and the LEGO She Built That global platform, successfully reaching the target audience of children aged 6-12 and their parents in a non-traditional retail environment.
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