Background
LEGO partnered with Star Wars and Amazon to introduce SMART Play, a groundbreaking new system that brings LEGO creations to life through interactive bricks, minifigures, and sound technology, adding an entirely new dimension to imaginative play.
Challenge
How could we introduce a completely new way to play while making unfamiliar technology easy to understand, exciting to explore, and compelling for both kids and longtime Star Wars fans?
Insight
Every Jedi needs a little guidance to master the Force. And just like learning to harness a new power, discovering new technology becomes more exciting when you can experience its possibilities firsthand.
Solution
We created "Master the SMART Brick," an interactive experience inspired by the world of Star Wars that invited fans to discover the power of LEGO SMART Play. Through immersive Fire TV and Brand Store experiences, we transformed product education into a playful journey of discovery. Interactive demonstrations, familiar Star Wars sounds, and shoppable experiences helped fans understand the technology, explore its possibilities, and bring a whole new galaxy of play to life
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