Katy Perry and the LEGO Group Partner to Celebrate the Creative Minds of Kids in LEGO’s 2022 Holiday Campaign
The LEGO Group hands its 2022 Holiday campaign to the ones who started it all: kids! With their creative minds and pure hearts, the 90-year-old brand celebrates a child’s ingenuity by letting them choose how to build, unbuild, and rebuild their one-of-a-kind vision of holiday festivities. Instead of your typical picture-perfect narrative, the LEGO Group embraces the beauty behind simple play – ultimately bringing people together to enjoy what matters.
The children used their bright imagination to build a vehicle to life, delivering presents and bringing the community together with full hearts. While they made pretend obstacles to overcome on their journey, research from the LEGO Group has shown that 84 percent of children wish they had more opportunities to play with their parents. But what’s better than being able to play with your parents? Playing with one of the best-selling and most well-known musical artists–Katy Perry, of course!
As a devoted LEGO fan and collector herself, Katy Perry was a pertinent part of the LEGO campaign, advertising one of her chart-topping hits, “Firework,” to promote self-confidence and staying true to oneself. Sporting a LEGO-brick outfit and riding in on a LEGO vehicle, Katy Perry was greeted with open arms by the children. Katy comments on her experience with the kids, saying,
“As a LEGO fan who has built a lot of models with kids in the last few years, it was super heart-warming to see what happens when kids are put in charge of holiday gift-giving. Play comes in so many forms with no set of rules, and to see them apply that, makes me hopeful for a really bright future for the generation.”
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, also expresses her delight with the campaign, stating:
“At the LEGO Group, children are our role models – they inspire us with their creativity, curiosity and imagination, so who better to turn to for our Holiday campaign.Our new campaign is a celebration of the creative power and optimism that children possess. They see endless possibilities for play and show us the difference play can make to the world as they rebuild it for the better. We want to inspire people of all ages to prioritize play over perfection and unleash a childlike joy this Holiday season.”
Julia Goldin, Chief Product and Marketing Officer
As you can see, the LEGO Group takes great interest in their customers, even launching digital and in-store wish lists along with their sixth annual upcoming campaign called #BuildToGive – an initiative to give back to vulnerable communities and children in hospitals. The LEGO Group also plans on partnering with Katy Perry (their first celebrity to advertise the LEGO brand) for more of their campaigns in the future, creating rememberable experiences for their biggest audience, youth.