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• The event will occur on October 20 in NY and feature performances from songwriter and musician Skip Marley and up-and-coming artist Dora Jar.
• The initiative includes Lego-building activities, talks, performances, and fashion shows.
• The company is likely to:
  • ​​​​​Invest in similar experiential activations
  • Continue increasing ad spend
• Target demographic: 
  • A wide range of consumers ranging from Gen Alpha through Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Lego has allocated roughly $22.1m on national TV commercials YTD, 37% more than the roughly $16.1m allocated within the same 2021 timeframe.
  • Last year: The company ended up allocating approximately $27.8m on this channel last year, down 10% from the approximately $31m allocated in 2020.
  • 2022 ad programming: Lego's 2022 commercials have targeted kids (and their parents watching TV with them) watching shows such as SpongeBob SquarePants, The Loud House, Big City Greens, The Amazing World of Gumball, and Teen Titans Go!.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Lego has spent roughly $17.4m on digital ads, up 34% from the roughly $13m spent by this point last year.
  • YTD data: The company has earned ~2.3b digital impressions YTD via Instagram (72%), desktop video (11%), Twitter (10%), desktop display (6%), and mobile display (1%) ads.
  • Last year: In 2021, Lego's estimated full-year spend of $25.9m reached 45% more than that of $17.9m in 2020.
• Additional channel insights  
  • The company also utilizes OOH, radio, and local broadcast.

Additional agency insights: