LEGO: Product launch

To celebrate the launch of its Arctic Explorers Range, LEGO^® and the Australian Museum partnered on a series of activations.

The much-anticipated Australian Museum’s annual Dinosaur Festival proved to be the perfect platform for LEGO^® to host an activation for kids to engage, build and learn about the new range.

As an additional layer, the Australian Museum provided LEGO^® with the unforgettable opportunity to invite guests to experience a night at the Museum. Guests explored the Museum after hours, enjoying curated activities including talks by Australian Museum friends and Polar explorers James Castrission and Steven Salisbury. Attendees were also treated to a special screening of the LEGO^® movie in the Theatre, before retiring to their ‘campsite’ beds within one of the Museum gallery’s.

By partnering with the Australian Museum, LEGO^® was able to reach a highly engaged and aligned audience and created an unforgettable experience for its target demographic. The Australian Museum provided the perfect platform to showcase the product whilst also offering educational integration, building a narrative platform that was beneficial to the partner.

Throughout the duration of the experience, LEGO^® and the Australian Museum welcomed over 20,000 visitors.