Lego™ Comes to Life
Marketing Werks, an advertising and public relations company specializing in the creation and execution of experiential marketing programs, was hired to create a traveling set for Lego™ Co. With the help of CSSI they got the show on the road. Rick Boultinghouse was the project manager and worked closely with Eric Baker of Marketing Werks. CSSI’s Tim Steimle was the job lead on the project.

The mobile set, created to market the new Lego™ Explore product made for children ages three and up, is based on a theater theme complete with a proscenium, backdrops, and costumes. The travelling set was designed to promote the new product in toy stores, children’s museums, and other kid-friendly locales.

CSSI was commissioned to build a cartoon-like kid-size theater with elements that could be transported in a 15-passenger van and easily assembled by two people in a minimal amount of time. The interactive set was painted by CSSI’s Kevin Taylor and Amy Holsman and includes a proscenium with a hard-faced façade and backdrops that match the ones in the Lego™ Explore set. We also built several oversized props including a duplo block, cut-out dragon, contour-cut tree, and gigantic interactive storybook that stands on its own with pages can be turned. Lego™ Explore banners were added to complete the look.

Marketing Werks staff worked with the kids to help them enact skits, which are loosely based on the characters in the box. They also provided costumes so the kids could really get into playing the character of the prince, princess, and others. The kids love playing in the set and are really responding to Lego’s™ new product.

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