Partnership Strategy

A global partnership between LEGO and The Sims FreePlay, designed to bring LEGO into gaming culture in a way that felt native, creative and playful.

I was part of the core team delivering the partnership, working closely across disciplines to ensure LEGO DOTS showed up as a genuine creative system rather than a surface-level brand integration. The collaboration translated the LEGO DOTS principles of self-expression and customisation into in-game experiences, allowing players to build, personalise, and play with DOTS within the Sims universe. The partnership became one of LEGO’s most successful gaming collaborations, earning multiple industry awards and helping set a new benchmark for how LEGO could show up inside digital worlds.

More here: https://www.lego.com/en-us/aboutus/news/2022/june/the-sims-freeplay-and-lego-dots-team-up-to-combine-colorful-worlds-of-creativity-and-fun