Introduction

To increase appeal amongst our core audience and promote the new LEGO Space SKUs, we've created a digital experience. This allows kids to construct their unique path to space, scan their space-themed LEGO creation, and digitally launch it into 'space'.

Space exploration is limitless and as unique as each child. Hence, we encourage kids (and adults) of all ages to unleash their imagination and build anything they want for their journey to space. Once participants have crafted their unique creation, it's time for lift-off!

Participants hand over their creation to a LEGO Play agent, who places it on a launch pad for its journey to space at the space station. Within a minute, the creation appears in a LEGO space environment displayed on a large screen. This exciting moment can be easily captured and shared on social media using participants' own smartphones.