Challenge

The year 2020 brought unprecedented challenges, testing the resilience of people worldwide. As the COVID-19 pandemic disrupted daily life, many adults found themselves grappling with uncertainty and anxiety. This global crisis prompted toy companies in the United States to rethink their approach, extending their focus beyond children to include adults seeking comfort and distraction. LEGO, in particular, observed a significant shift in behavior among millennials, with a noticeable rise in adult play and increased demand for their products during social distancing and stay-at-home orders. This trend highlights a growing need for creative outlets and stress relief among adults navigating the "new normal."

Solution

In response to this shift, LEGO is launching "LeTgo," a national initiative targeting stressed and anxious millennial adults during the COVID-19 pandemic. LeTgo aims to help adults disconnect from daily pressures and rediscover the therapeutic benefits of LEGO play, offering an escape from pandemic-related stress and a return to playful creativity. By reconnecting millennials with childhood nostalgia, LeTgo breaks down the barriers between adult life and the joy of play.

LeTgo centers around a user-friendly microsite explicitly tailored for adults. This platform combines existing LEGO models, new resources targeted at adult interests, and specialized sets designed to relieve stress. The microsite offers an intuitive interface where adults can access curated LEGO sets, mindfulness resources, community forums, and creative challenges. With millennials prioritizing work-life balance and meaningful experiences, LeTgo provides the perfect outlet to pause, create, and find moments of joy.

Call to Action

In a time of uncertainty, LeTgo by LEGO invites millennials to rediscover their imagination and rebuild their calm. Pause, play, and reconnect with the power of creativity through LeTgo.