sales promotion & events
The LEGO Battle for Brick Kingdom captivated shoppers.
BRICK BY BRICK:
A LEGO TAKEOVER
The Mall Luton and Bright Bricks take shoppers on a life-sized adventure
Last year, The Mall Luton (Luton, UK) met with Bright Bricks to brainstorm
ways to create a wow factor-filled event. Impressed by the creative execution
of the LEGO building company, the center’s marketing team chose to make
a power play based on one of the most iconic toys of all time. With universal
appeal, LEGO is a multi-generational form of fun. The perfect way to relate
to its shoppers and expand its reach, the two organizations teamed up and
planned a series of LEGO brick events for 2018.
The first in the series, the LEGO Battle for Brick Kingdom, took place
over the Easter holidays. A daily source of excitement, the playtime involved
shipping in thousands of LEGO bricks, hosting 11 days of free fun, and
inviting shoppers to take a turn on Kingdom Trail. Featuring Princess Orra,
The Dark Wizard, and Mythrog, the smoke breathing dragon, the trail led
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followers on an in-center adventure, introduced life-sized brick characters,
and told the story of the battle for Brick Kingdom. Along the way, families
were encouraged to pause for interactive parts and selfie opportunities.
Described as a full LEGO takeover, related displays were placed
throughout the shopping mall, including in retailer windows and stores.
To make the most of the takeover, The Mall Luton promoted retailers and
catering units to maximize sales potential with LEGO exhibits and special
offers. Setting the scene with a sprinkle of magic, the starting point was
decorated with creative sculptures such as stars and rainbows to welcome
little ones and adults alike.
By reaching its main marketi