Communications Strategy

We know parents biggest struggle is getting kids to bed. 

LEGO DREAMZzz presented a new world, story, and product ecosystem introduced simultaneously across entertainment, retail, and physical experiences. In this universe, going to sleep was the start of the greatest adventure of them all.

The launch was designed to be story-led, beginning with the DREAMZzz TV show and followed by the product range, allowing kids to connect with the world before finding it on shelves.

I was the lead on global communications strategy across the business, ensuring consistency across every touchpoint from in-store and retail environments to digital communications for both kids and parents. A key focus was reaching parents early, helping them understand the world, values, and play patterns behind the new IP.

The launch included LEGO’s first large-scale 3D billboards in Tokyo, New York and London, helping establish DREAMZzz as a major new IP with global cultural presence.

The hard work spanning entertainment, product and cultural experience was recognised with industry accolade including a Clio Entertainment Silver Award, underlining its impact as a new owned IP launch.