ANASTASIA SERDUKOVA
Art Director | Designer | Illustrator
For the launch of the new, more inclusive LEGO Friends line of characters and sets, we took over the famed Empire Diner in Chelsea making it look like a life-size version of the LEGO diner set. With food, drinks, opportunities to build, get to know the characters and leave a mark in the space, kids had an unforgettable experience and parents were glad to see toys that fit better into their kids’ lives.
The Diner
Panel Event
To further root the roles of these new characters and demonstrate their relevance for children, we hosted a panel with LEGO designers, child psychologists and authors to share their views on how these characters are vital for children to better navigate friendships.
“Friends on the Street”
During the event, kids were interviewed by Dai Time to answer some questions about friendship, share stories and give advice. The best interactions came together into a video called “Friends on the Street”.
Social and Mailers
Fans further familiarized themselves with the characters by learning what friend they’re most like through a social quiz and some received mailers with new sets.
News Highlights
Not only did fans and influencers share their impressions online but the launch also became the subject of several news stories including some late night segments.
Agency: The Brooklyn Brothers
Experiential Partners: One Nine Media