The release of LEGO® Dimensions was always going to be huge, and our brief was simple: to give it the launch it deserved, creating awareness and theatre pre and post launch with a combination of experiential, front of store and out-of-category POS, and permanent IDUs in category.
We managed the complete end-to-end design, production and shipment of 100,000 pieces of POS, 659 IDUs (as well as 200 plinths) for 12 retailers across UK and Ireland.
We also managed the audits and installation, asset management, educational materials, press and digital marketing.
On the retail entertainment side, we staged a game concession takeover in Hamley’s, and experiential green screen and face painting events for a number of other retailers.
On top of that, we also created a fully bespoke window display at The Toy Store on London’s Oxford Street, where the average footfall is 4 million per week!
Client: Warner Bros