After an utterly exhausting 2020 for families, parents had lost the simple joy of seeing their children play.
Yet it's only when parents see kids engaged in the process of building LEGO that they appreciate its true benefits of creativity, development and fun. So to keep LEGO at the top of wish-lists, we needed to give parents and children a taste of the endless exciting creative possibilities that LEGO embodies.
To relight the joy of play, we required more than just an ordinary campaign. We required a bit of magic too.
Introducing LEGO Mid-Air Haptics: creating a magical way for children to play that could be seen by everyone.