LEGO® approached us to help engage boys aged 6-12 with an activation that gets LEGO® back on the holiday wish lists. We designed and delivered Create Your Escape, the world’s first LEGO® powered escape room.

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.

To achieve these goals, we designed and built ‘Create Your Escape’ , a LEGO® powered (but not overtly branded) escape room experience that saw kids team up with three friends and compete against rival SQUADs, as well as 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.

This experience travelled to both Minneapolis and Los Angeles.