LEGO® Build to Give

The LEGO® Group

We designed and implemented a new LEGO® experience across 40 locations, including the 10 new LEGOLAND® Resorts.

The project

Since 2017 The LEGO® Group has been running the Build to Give initiative, which sees a LEGO set donated to a child in need for every creation shared on social media with #BuildtoGive. Over a whooping 8 million sets have been donated so far!

In 2024, the initiative entered its eighth year, and for the first time all 10 LEGOLAND resorts and 30 LEGO Discovery Centres joined in the campaign. These sites would become destinations for the Build to Give Workshop, encouraging guests to take part during their holidays event.

Concept design

Katapult worked with a project team from The LEGO Group, Merlin Entertainments and the marketing agency responsible for the wider initiative to define how this activation could come to life in the parks.

We took key elements from the global marketing campaign to design a solution which could be tailored to the different needs of the sites who will be hosting the event, leaning on the graphic elements of the campaign. As always, sustainability is a key consideration and so we looked to create an event kit that could be reused for years to come - even being graded for external use should a site choose to change their location in the years to come.

Creative production

As we entered production, it became clear that each of the 40 sites had their own unique requirements for the workshops and we set to work liaising with teams on the ground to make sure they were receiving a kit that would work for them. We worked to find a partner to match the vision of the project and then we managed the production process, ensuring high quality items that consumers expect from the LEGO brand, whilst keeping production on time and budget.

The majority of the pieces were supplied centrally and we managed the global shipping process, however we also worked closely with the site teams to support them in getting wall graphics produced locally to them to maximise budget impact.