LEGO Friends Heartlake Friendship Zone

Client: The LEGO Group

To relaunch the LEGO Friends franchise for a new generation, LEGO needed to attract kids who were shifting away from traditional media and towards gaming for social interaction. However, existing online games were unsafe for young children.

We created "LEGO Friends Friendship Zone," a safe, gamified metaverse experience for kids to explore the brand and build friendships. The experience offered customizable avatars, positive social interactions, and real-world friendship-building skills. The LEGO Friends Friendship Zone was a huge success with kids, driving increases in product desire and franchise awareness, with 5.2million visitors and counting (over 559,000 hours of interaction!).