LEGO

LEGO Small Toy Big Joy

A national retail activation pairing in-store displays with a large mall experience for hands-on family play.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

We were tasked with creating an engaging, educational activation that introduced four priority LEGO® themes (Creator 3-in-1, Friends, City, Ninjago), encouraged hands-on play, and demonstrated the STBJ message in a clear and memorable way.

The campaign required two parallel experiences, a national in-store activation and a large-scale mall activation, both designed, built, and executed by JAWBONE.

The solution

We created the LEGO® Imagination Zone, an interactive build experience featuring:

Four themed building challenges
A hidden-message decoding adventure using a custom Decoder tool
Magnetic badge rewards
An illuminated display showcase
A collaborative Vertical Build wall
A dedicated photo area for social sharing

The in-store version (3.5m x 3.5m) delivered the full experience in a compact format, while the mall version (12m x 12m) expanded into a larger, multi-zone environment.

This dual-format rollout strengthened theme awareness, encouraged repeat engagement, and turned the STBJ philosophy into a tangible, playful experience for families across South Africa.