LEGO LINGO

Lego is a toy that transcends borders and cultures; put Lego in the hands of any child and they'll find a way to play. The Lego Store has a unique chance to use this to help children do more than just play, by creating opportunities to learn a new language and a new culture.

CD: Josh Yeston (TBWA Chiat Day) / CW: Nathaniel Mayer / AD: Bronco Wewer

Challenge: How do we make going to the Lego Store a regular part of kids’, and families’, routines?

Insight: In an age where multilingualism is more important than ever, playing with Lego is an activity that doesn’t require language. Kids from all over the world can play together, no matter what language they speak.

Solution: We turn the Lego Store into more than just a store. We turn it into a global language classroom. We record kids in Lego Stores across the globe building their favorite Lego creations and explaining what they’re building in their native tongue. Then we broadcast those videos across the network of Lego Stores as interactive language classes.

 

Parents want to bring their kids to the store regularly to help improve their language skills, and kids want to come for the chance to build cool new things. It’s all as simple as letting kids learn from kids, while playing with Lego.

 

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