Disney: 100 Years of Wonder

Client: LEGO® Retail

The LEGO Group, supported by Wasserman and Ogilvy PR, developed an integrated campaign to celebrate the launch of the new LEGO | Disney Castle and Disney’s 100th anniversary, engaging families and driving new fans to LEGO stores and LEGO.com.

We partnered with three Disney-loving female artists, to design four life-size LEGO | Disney murals inspired by the storytelling possibilities of the set. The 220,000 LEGO brick murals resemble castle windows, featuring some of the world’s most loved Disney characters. Our hero mural was revealed in front of Tower Bridge, London in June 2023. The other three murals were built by families in Manchester, Paris and New York throughout July to encourage people to come together and share in the wonder of LEGO | Disney with interactive build along events. The LEGO Group also created a digital building activity, where fans could design their own LEGO mosaic castle window. All four murals are now displayed together at LEGO House in Denmark alongside an exhibition showcasing the history of the LEGO | Disney collaboration until 29th October. Key results included: • 562 pieces of earned press coverage (2.5b reach) across 29 countries • Over 16,000 families joined our building events in three cities, 86% of attendees surveyed rated their experience 9 or 10 out of 10 • Over 21 million people participated in the online builder activity • The campaign drove 92% of targeted sales of the set in the first month, of which 56% were new customers to the LEGO Group