We wanted to inspire the builders of tomorrow with a deeply rewarding and immersive journey to the outer limits of LEGO-made fantasy. Families join together in a richly-imagined narrative that unfolds during Summer vacation via play-centric learning.

The LEGO Imagination Tour was designed to seamlessly blend traditional brick-in-hand play with new technologies that captivate children. Launching inline with summer vacation, we descended on 5 major cities with a multi-day, 2.5-acre interactive experience featuring 26 installations across 13 immersive brand pavilions. Incentivized with a digital pass and early access to content, we invited parents to create their profile and plan a day tailored to their child’s interests. Cognizant of natural play-patterns, we built physical manifestations of a child’s imagination, blending augmented reality, live building, peer collaboration, console gaming, and experimentation techniques with familiar characters and conventions. Whether driving through LEGO City, or 3D scanning a MineCraft castle built by hand, children influenced each experience through their intuitive play. Spanning the disciplines of STEAM, we captured their imaginations and their experiences – to share back with them via their digital profile. And of course, exit through the gift shop.

Tens of thousands of very happy individuals across the nation got to experience LEGO like never before. The Tour helped to drive active share in boys, girls, and pre-school in Canada and helped more kids to explore the LEGO portfolio across brands they may have otherwise experienced.