Kids and parents were losing interest and affinity for LEGO®, particularly boys aged 6-12. LEGO® approached Set Creative to help engage this audience with a holiday activation that would connect the multiple franchises of LEGO® with this key audience, getting LEGO® back on the wishlists of kids coming into the festive season.

Our key insight was simple: we needed to engage this audience via key passion points, and the way they engaged with one another.

At this age, boys connect through competition: they are driven by challenges, and often operate in hierarchical groups. We tied these two elements to their core interests: e-sports and the culture of ‘clans’, both hugely influential passion points for this Gen Z consumer.

We knew our experience had to do two things:

1. Surprise them enough to be curious and take a second look (which meant not overtly branding the experience ‘LEGO®’)
2. Unite the LEGO® franchises that appealed to the audience in a way that sparked their competitive spirit.

To achieve these goals, we designed and built ‘Create Your Escape’, a LEGO® powered escape room experience that saw kids team up with three friends and compete against rival SQUADs, and the clock.

Inside, challenges deliberately focused on group problem-solving and collaboration skills, bringing together the worlds of LEGO® with the passionate interests of the audience age group.

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