STRATEGIST
LONDON, UK
LEGO / GIFT THE SUPERPOWER OF PLAY
TURNING THE STRESS OF GIFTING INTO THE JOY OF PLAY
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/ HIGHLIGHTS
LONG AND SHORTFORM VIDEO WITH SEQUENTIAL RETARGETING
PLATFORM NATIVE CONTENT
PLAYFUL WISHLIST TOOLS
RETAIL EMPHASISING DISPLAY
AND EXPERIENCE
/ THE CHALLENGE
LEGO wanted to own the gifting season - the biggest commercial moment in the toy market. But the holiday period had become a battlefield of discounting and promotional noise. Every toy brand was competing on price, and LEGO risked being seen as just another expensive option on the shelf.
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The strategic challenge: shift the brand from being seen as a product to being understood as the most meaningful gift of the season - one that sparks creativity, imagination and connection between giver and receiver.
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Scale: Global campaign across 25+ markets, balancing consistent brand narrative with local market needs.​
/ THE PROBLEM
Holiday gifting had become impersonal. Families were buying under pressure, not for meaning.
The toy category was dominated by licensed IP and price promotions. Gift-givers defaulted to "safe" choices based on what was on sale, not what would create lasting memories. The emotional value of giving was being lost to transactional convenience.
/ THE INSIGHT
When you give LEGO, you don't just give bricks. You give someone the power to build their own story.
Unlike other toys that are "done" when opened, LEGO extends the gift moment - the building becomes part of the experience, something shared between giver and receiver. The gift keeps giving.
/ THE STRATEGY
Reframed gifting with a simple idea: LEGO is a story people build together.​​ Rather than compete on price or product features, we positioned LEGO as the gift that creates connection - before, during and after the moment it's opened.
Strategic Framework: The full gifting journey
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Mapped four key moments where strategy could drive both consideration and conversion:
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Discovery – Help gift-givers understand LEGO's emotional value
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Selection – Guide them to the right set for their recipient
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Giving – Celebrate the moment of exchange
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Building Together – Show the shared experience that follows​
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This framework gave media and retail teams clear optimisation moments while maintaining a consistent emotional narrative.
/ MY ROLE
Led end-to-end strategic development for LEGO's 2024 holiday campaign. Responsible for defining the strategic platform, mapping the consumer journey, building the activation framework, and partnering with creative, media and insight teams to ensure campaigns balanced brand storytelling with commerce performance across all markets.
/ THE RESULTS
4.7
sales to cost ratio
+++
impact across all audiences
+16%
growth in supporting homegrown ips
