LEGO. Adults Welcome.
Grown-ups think LEGO is for kids. Find Your Flow showed them it’s how they switch off.
We repositioned LEGO as a stress-relief behaviour, driving engagement across social and retail.
Tom Misch created the music for our launch film - an artist who understands anxiety and burnout and the importance of outlets to de-stress.
Spotify and Lofi Girl partnerships brought chill beats for building.
LEGO LATES welcomed overwhelmed adults to unwind - in stores after hours, or build along at home on YouTube.