It’s our celebration of 90 years of play. What better time to show our playful DNA than this, because during this time we had always boosted everybody’s imagination but Lego is not only a toy that helps you imagine a new world, we are also storytelling and possibilities. We shape the stories of everyone, their dreams, but also many ways to accomplish them. We must cherish this truth and share it with our target in our 90 years event.

Lego presents: Infinite Possibilities. The first audio bricks in history to tell thousands of stories in one set.

We conducted an audio experiment with parents and children at our 90-year celebration event.

We recorded three different audios for three different Lego sets. On each audio we have three stories with exactly the same words. We basically turned every word into an audio brick and we mixed them in various ways to tell three stories completely different from each other.

Making everyone imagine what Lego set we were talking about. The last story was the original one, so once everyone heard it, they could guess clearly the Lego set of the audio stories.

After this, we turned the audio into posts for our social media handles and audio platforms.

In 90 years, audio has never been used to boost imagination, even though it has said everything through thousands of formats, media and communication campaigns.

It is strange because, for sure, the second-best imagination booster is audio. So we decided to challenge that and make everyone imagine and play with bricks in audio for the first time. What a great relief to find out that even at 90 years of playing, we still can have a new first time.

We conducted an audio experiment with parents and children at our 90-year celebration event.

We recorded three different audios for three different Lego sets. On each audio we have three stories with exactly the same words. We basically turned every word into an audio brick and we mixed them in various ways to tell three stories completely different from each other.

Making everyone imagine what Lego set we were talking about. The last story was the original one, so once everyone heard it, they could guess clearly the Lego set of the audio stories.

After this we aired the audios as radio spots in local digital radio stations and audio platforms.

More than 50 parents with kids took part in the audio social experiment daily during 10 days at our celebration event.

After this event, we turned the audio stories into posts for our social media handles.

We boosted imagination through audio like never before and proved that playing with bricks has infinite possibilities.