“LEGO LoFi Girl”, a collaboration between The LEGO Group and LoFi Girl, is a love letter to internet music culture.

Our brick-built livestream turned the renowned lo-fi hip-hop brand into a LEGOfied version, capturing the relaxed vibe fans love with a twist: beats from a new genre created by mashing brick sounds to lo-fi music.

As a toy company expanding into adult offerings, we showcased our relevance in grown-up life, fostering community and joy in new audiences. Now, beyond work and study, people can also enjoy beats while building LEGO, merging relaxation with creativity for the ultimate stress-relief experience.

Cultural context was key here as we wanted to reach out to audiences who were new to the LEGO brand as adults – we needed to find places where they were hanging out that might converge with our key message: LEGO building is a great tool to relax, unwind and find your flow in this crazy stressful adult life.

Enter lo-fi music: a genre that had its start in the 1950s but has exploded on the internet in recent years, with sounds that are perfect for turning stimulating environments into relaxing ones, boosting focus when needed. Not only that, but lo-fi livestreams are known for having some of the most uplifting comment sections on the internet, with thousands of people flocking to the live chat to support each other whilst working, studying or relaxing.

When we created “Rhythm & Bricks”, a new, experimental genre fusing the recognizable sound of LEGO bricks with beats to provide the ultimate soundtrack for stressed builders, they had to be lo-fi. And who better to partner with to amplify this message on a global

campaign than the biggest lo-fi channel in the world? LoFi Girl has an engaged audience across multiple channels, with at least 13 million YouTube subscribers, and with 90% of the audience aged between 18-44, it was a perfect match.

The brief was to reach new audiences and get adults to see the LEGO brand differently – from toy to time well spent, connecting with their passions to offer a different flow to their daily lives.

Our way in was partnering with a relevant player in the music world to amplify our message. The challenge was to do it in a way that felt authentic to both the creativity associated with the LEGO brand and the relaxing creative atmosphere from the LoFi Girl community.

Our secondary objective was to check the potential engagement of both fan communities for a new partner.

As adults, the transition from child-like playfulness to grown-up seriousness can be jarring and stressful. We aimed to bridge this gap by offering a new way for enjoyment while reshaping perceptions of the LEGO brand.

Through social listening, our approach became clear: Lo-Fi Girl is known for the looping animation, but they loved whenever something unexpected happened to it. So we knew we needed to “LEGOfy” that experience to have a chance of getting the fandom engaged.

The creative idea was simple: “LEGOfy” the Lo-Fi Girl, taking over the famous 24/7 livestream, to surprise a community that values the unexpected. By transforming the beloved Lo-Fi Girl into a LEGO version, we tapped into the essence of both brands—creativity, relaxation, and community. We created new music for the takeover, featuring lofi music fused with rhythmic LEGO brick sounds. This created our new genre we called Rhythm & Bricks.

The insight was to merge two seemingly distinct worlds, leveraging the familiarity of Lo-Fi Girl's animation with the universal appeal of LEGO. This fusion elevated the LEGO brand into the realm of adult relaxation and showcased our commitment to innovation and playfulness.

The creative insight directly influenced the amplification of the brand message by offering a tangible, immersive experience that resonated with the target audience, encouraging them to see LEGO in a new light and fostering a sense of belonging.

· Teaser: we sparked fan interest through LoFi Girl's channels, posting snippets of the character finding a LEGO brick in her room, and slowly transforming into a LEGO minifigure.

· Livestream takeover: On launch day, we took over their 24/7 stream on YouTube by having LoFi Girl “unbuild” to be transformed into a LEGO version of herself. The music also changed – for over an hour, the beats played were 36 original Rhythm & Bricks songs, created by indie artists exclusively for the campaign.

· Community: we interacted with fans on the livestream chat, on cross-branded posts on Instagram and invited them to participate in a LEGO Ideas challenge, where they were encouraged to listen to the music and create their own version of a potential LEGO x LoFi Girl product collab.

· Long-form entertainment: We published the takeover as a permanent YouTube video and as a playlist on Spotify.

The results were incredible in reaching our objectives:

· 1.5 million views (to date) on YouTube

· 14.3 million impressions

· CTR – 7.4%

· Comments- 1,460

· Average view duration 9:14min (4:23 is the average)

· 7.2 million streams on Spotify

· 1.2 million views on Instagram

· One of the best recruiters to our channel, with 87.3% of accounts reached being non-followers.

· PR mentions include mainstream and pop culture-related sites not limited to Polygon, EDM.com, B9, and Yanko Design.

The LEGO Ideas LoFi Girl challenge also delivered great results:

· 43,000 views

· 171 published entries

· 390 total challenge participants

· 54% of entries were new members

· 2,000 comments

And not insignificantly, community reactions ranging from comments like “This is the most creative, perfect, beautiful and amazing thing EVER created!," to endless fan-made remixes of the beats on YouTube and TikTok, to incredibly creative fan builds, showed we succeded in translating love for both brands into love for the partnership.