Summer vacation is the greatest time; until those rain clouds roll in. Suddenly, families scramble to keep the fun-in-the-sun mantra alive.
We put the parking brake on our previous LEGO mobile tour campaigns and staked a more permanent place for families to play, compete and create memories.
LEGO Summer Brickation arrived to four resort towns: Myrtle Beach, Lake Tahoe, Branson and Traverse City. Using space in town, these pop-up play centers gave LEGO a local and community-based feeling and gave parents and children a place to go when Mother Nature put a kink in their plans.
There was something for everyone at LEGO Summer Brickation from DUPLO products and creation stations to a challenge zone and a mystery mural. These murals, specific to each market, were then handed over to a museum or library within the community.
But it didn’t stop there. We even sold LEGO product onsite. Families leaving town could continue their LEGO building memories with a summer vacation souvenir they weren’t expecting.