Racheal Lee
Oct 30, 2013

Lego teaches girls how to be better friends

SINGAPORE - Danish toy-maker Lego has launched a regional video campaign, entitled 'Lessons of friendship from a 9-year-old' for its Lego Friends Diary, a book on friendship aimed at girls aged nine to 12-years-old.

Developed by The Secret Little Agency (TSLA), the concept of the book went back to the drawing board, literally––back to a time before friendships were initiated by clicking 'Add friend'––and created an actual friendship diary that little girls could doodle, write and fill in with their friends.

The content-led campaign consists of a series of YouTube videos, where young girls give valuable, real-life lessons on how to be a better friend. It takes pixel pals and Instafriends offline to engage and start building their friendships in real life.

Lego Asia-Pacific appointed The Secret Little Agency in July. Earlier, the brand said it is expanding its presence in Asia, specially focusing on China, Korea and Southeast Asia. Consumer sales in Asia have risen 35 per cent in the first half of the year alone, outpacing the growth in mature markets such as North and Latin America as well as Europe.

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.