Surekha Ragavan
Aug 3, 2018

Lego Technic creates live brand experience in China

The activation showcased the brand’s functional systems with a variety of interactive challenges inspired by mechanical engineering.

Lego Technicthe company's product line of mechanically oriented products for more advanced builderslaunched its first live brand experience in China last weekend as part of a broader integrated PR and social campaign designed to build awareness for Technic in an important market for the brand.

Taking place at Indigo, a mall in Beijing, the activation brought to life Technic’s “Build for Real” ethos and mechanical nature by way of a “function lab”. The...

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