LEGO Wizarding World

For Harry Potter fans, 2018 was a huge year. The highly anticipated Fantastic Beasts sequel The Crimes of Grindelwald was finally set to be released. Our challenge was to launch these new products amongst a huge volume of overall Harry Potter noise – and drive £8.9m in incremental consumer sales by putting LEGO at the centre of the Wizarding World for kids and older ‘Potterheads’ alike. We discovered plans to air the previous Harry Potter films over concurrent Saturday’s in order to drive excitement and anticipation ahead of the new release. Given the cultural power of these films, we knew that conversations would be starting in playgrounds and office kitchens alike – so we decided to recreate iconic scenes from the films, recreate and animate them using LEGO Wizarding World products, and then air the content in the ad breaks for the Harry Potter films, over concurrent Saturdays. We managed to create something for LEGO that added to the Harry Potter buzz, in a way that only LEGO could. We had a tough challenge to drive £8.9m in incremental sales across 2018, but through this activity we managed to drive those incremental sales in a single quarter.

Go to the profile of Richard Morris
Feb 26, 2019
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Task

For Harry Potter fans, 2018 was a huge year. The highly anticipated Fantastic Beasts sequel The Crimes of Grindelwald was finally set to be released, and to mark its release LEGO returned to the design studio and created new products under the newly rebranded theme of ‘Wizarding World’. Our challenge was to launch these new products amongst a huge volume of overall Harry Potter noise – and drive £8.9m in incremental consumer sales by putting LEGO at the centre of the Wizarding World for kids and older ‘Potterheads’ alike.

Opportunity

The Harry Potter world is one of the most culturally significant creations of the century, with both the films and books continuing to break world records with every new release - J.K. Rowling’s characters have become part of the cultural fabric of modern life. The launch of new LEGO Wizarding World products needed to match this impact, and not just ride on the coattails of the Fantastic Beasts sequel, but contribute something valuable back to the culture of Harry Potter. 

Strategy

Working closely with our partners at ITV, we discovered plans to air the previous Harry Potter films over concurrent Saturday’s in order to drive excitement and anticipation ahead of the new release. Given the cultural power of these films, we knew that conversations would be starting in playgrounds and office kitchens alike – and we spotted the perfect opportunity to contribute something brilliant to the Wizarding World. We were going to recreate iconic scenes from the films, recreate and animate them using LEGO Wizarding World products, and then air the content in the ad breaks for the Harry Potter films, over concurrent Saturdays. 

Execution

We created a crack team of Initiative Potter fans and spent the weekend watching all of the films, noting down the most iconic scenes, and recording a time stamp for when each scene occurred. We then worked in partnership with LEGO designers, and LEGO’s in-house creative agency to recreate some of the most iconic scenes using LEGO. Then, we worked with ITV to ensure that each LEGO recreation was matched to the respective scene in each Harry Potter film.

Results

We managed to create something for LEGO that added to the Harry Potter buzz, in a way that only LEGO could. We had a tough challenge to drive £8.9m in incremental sales across 2018, but through this activity we managed to drive those incremental sales in a single quarter, and massively over-delivered on sales across the year. Importantly, we did all this while creating something that added to the magic of Harry Potter and the Wizarding World.

Our LEGO client said, “In 2018 the LEGO Harry Potter business achieved incredible results in the UKI market; we reached our original sales forecast within 3 ½ months and over delivered the year by +99% - cementing the theme as the #1 new toy property in the UK!”




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