New kid on the block: through our homepage, kids new to the franchise could choose 1 of 5 characters to befriend and explore an imaginary city or amusement park setting with.
Play time, game time: each of the 2 location settings available opened up a map with different attractions—every one of them mirroring a real-life LEGO play set—that kids could click into to unlock and explore content like videos, games and role p
Ready, set, role play: content available within each attraction included a unique set of printable scenario and character cards that could help sparked richer, more imaginative role play.
Friend Playdates Live! Physical cards were also given out at special offline and in-store Friends Playdates events across Singapore, Malaysia, Korea and Hong Kong.
Social media: UGC contests were created throughout the campaign to keep girls engaged with the site and on social media.
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