Latest news with #TheLEGOGroup
Campaign ME
28-07-2025
- Entertainment
- Campaign ME
Private View by The Romans' Joe Lipscombe
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This month's review is by Joe Lipscombe, Partner – MENA at The Romans. The LEGO Group: Build It With Him Love the concept, wish the creative upheld it. I've read the extensive background – the endless research and data mining done to land on this insight, but I can't see it in the final product. The notion of 'don't buy, build' is nice. But it's promoting LEGO, which you buy. The art direction is classy, but the creative hasn't truly captured the heart of the insight. I'm also not sure that brown wallets, slippers, grey mugs and power drills really reflect the modern dad – but maybe I'm projecting. Dubizzle: Everyone Is On dubizzle Another strong concept, with a tame execution. I like the core idea; I would have preferred a more ambitious creative execution. It feels like it does the job in terms of message penetration. I wouldn't be sharing or re-running the spots, though. NYX Professional Makeup: The Face Glue A bit absurd, finally. The story behind this strongly reiterates the impact of pasting ads across metro stations and on bridges over SZR. I can't argue with that, but there's little mention of the creative direction. That said, not many brands strike a culture chord in Dubai, and despite not being the audience, I respect that they've achieved that with this partnership. It's absurd and we need more of that. But given the physical coverage, I'd have loved more from the creative direction. Himalaya: We Know Pimples Feels like the brief, not the solution. The central concept of we don't get you, but we get spots is interesting. But simply putting your audience in their natural habitat and calling it relevance isn't enough. We need some proper depth, not another actor with a headset and controller. I think it misses the mark. L'Oréal Paris: Sit Al Bait Powerful, if not a bit unoriginal. Three of the young Arab women at The Romans watched this and agreed that, though the film gets them pumped up and it's strikingly shot (which it is), there isn't enough negative sentiment behind the original phrase to make it truly meaningful. In fact, they felt that both 'Sit Bait' and 'Sit Al Bait', over time, have come to mean the same thing. From my perspective, we have seen so many campaigns hinge on the changing of Arabic letters to alter meaning, that the vehicle has lost all potency. By Joe Lipscombe, Partner – MENA at The Romans
Campaign ME
23-07-2025
- Entertainment
- Campaign ME
Private View by UAE-based telecom Brand Director Simon Ornelis
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. Simon Ornelis, a UAE-based Brand Director with expertise across telecom, FMCG, and retail, shares his perspective on selected 'Work' for July's review section. The LEGO Group: Build It With Him A warm, meaningful idea rooted in a powerful truth: dads value time more than things. The emotional clarity is strong. I'd love to see it evolve into build-it-with-him kits or seasonal rituals. There's a great opportunity to turn this into a memory-making platform that families look forward to year after year. Dubizzle: Everyone Is On dubizzle There's boldness here, and I respect the unapologetic tone with category confidence and a sticky line. But I found myself wanting a little more. The brand is sitting on rich data and diverse user journeys – there's an opportunity to celebrate real stories, niche use cases or life milestones adding depth to the brand's clear market leadership. NYX Professional Makeup: The Face Glue Bold, eye-catching, and unapologetically expressive – the campaign turns fan energy into citywide visibility. What makes it work is how true it feels to NYX's fearless personality, while cleverly tapping into Dubai's love for over-the-top drama. Safa's presence adds glamour and credibility. Himalaya: We Know Pimples The tone here is refreshingly right – not preachy, not trying too hard. Just a gentle, well-observed mirror of what it's like to be a teen. It sets the stage for a meaningful brand relationship. Building on this with peer-led content, simple skincare routines, or digital tools could turn it into a true go-to for teens. L'Oréal Paris: Sit Al Bait Brilliant. This is standout brand work – respectful, clever, and deeply rooted in cultural insight. Reclaiming 'Sit Al Bait' with pride aligns beautifully with L'Oréal's timeless promise 'Because you're worth it' – in a way that feels fresh and locally meaningful. With continued storytelling, community programmes, or product integration, this could evolve from a strong statement into a lasting, values-led platform that truly lives across the region. By Simon Ornelis, UAE-based telecommunications Brand Director.
Nylon
18-06-2025
- Entertainment
- Nylon
LEGO creates She Built That campaign to empower a new generation of girl builders
It's always been said that girls grow up with Barbie dolls and boys grow up with LEGO but over the years, this stereotype has changed and LEGO is looking to redefine and reclaim what it means to be a builder, and celebrate the female creativity. Image courtesy of LEGO. In a recent global research commissioned by The LEGO Group, it found that 80% of adults polled believed that society still viewed boys as naturally better builders than girls; which often led to girls and mothers undervaluing their own building skills compared to boys and their fathers. The study also uncovered a confidence gap in children, with girls rating themselves lower in building abilities than boys, and finding it hard to think of themselves as someone who is good at building things. Through the She Built That campaign, The LEGO Group aims to challenge societal stereotypes that stifle any girl's potential and inspire the next generation of female builders. Image courtesy of LEGO. With creative play, LEGO hopes to unlock every girl's creative confidence and inspire them to see themselves as creators and pioneers through their bigger portfolio of LEGO that caters to diverse interests and passions so that girls can create endless worlds across various themes such as LEGO Friends, Disney, Botanicals, Creator, and Gabby's Dollhouse. 42671 LEGO Friends Plant Café & Flower Shop. Image courtesy of LEGO. 42663 LEGO Friends Friendship Camper Van Adventure. Image courtesy of LEGO. Among these exciting and fun LEGO sets is the 42671 LEGO Friends Plant Café & Flower Shop that is designed to inspire the creation of friendship stories using elements such as a flower store, café with outdoor seating and LEGO Friends Aliya, Esma and Nugget the Cat. There's also a 42663 LEGO Friends Friendship Camper Van Adventure for girls who love camping and adventures. 43267 LEGO Disney Princess Castle & Royal Pets. Image courtesy of LEGO. 43278 LEGO Disney Princess Mini Arendelle Castle & Elsa's Ice Palace. Image courtesy of LEGO. For girls who love their Disney princesses, the detailed 43267 LEGO Disney Princess Castle & Royal Pets and 43278 LEGO Disney Princess Mini Arendelle Castle & Elsa's Ice Palace are the ones to get with their interactive play elements such as the movable furniture and the inclusion of well-loved characters Ariel, Rapunzel, Mulan, Elsa, Anna, and the first-ever Mushu character. 43249 LEGO Disney Stitch. Image courtesy of LEGO. 43257 LEGO Disney Angel. Image courtesy of LEGO. Disney fans can also build and bring their beloved 43249 LEGO Disney Stitch and 43257 LEGO Disney Angel to life for more storytelling or as a fun display. 10347 LEGO Botanicals Petite Sunny Bouquet. Image courtesy of LEGO. 103349 LEGO Botanical Happy Plants. Image courtesy of LEGO. 31169 LEGO Creator Typewriter with Flowers. Image courtesy of LEGO. Girls who would like to flex their creativity muscles can consider the 10347 LEGO Botanicals Petite Sunny Bouquet or the 103349 LEGO Botanical Happy Plants to arrange and create their own beautiful, cheerful floral display. There's even a 31169 LEGO Creator Typewriter with Flowers for those who like to build a combination of things. As part of the campaign, LEGO has also re-imagined Run D.M.C.'s hip-hop track 'It's Like That' into a vibrant celebration of girls' creativity together with its Global Girls Crew featuring US teen scratch sensation and spinner-to-the-stars DJ Livia, 15-year-old British drumming prodigy Nandi Bushell, Chinese alt-pop icon Canine, and Dutch-Surinamese vocalist Pink Oculus. Check out the music video below.
Wales Online
21-05-2025
- Entertainment
- Wales Online
LEGO fans can build a vending machine that dispenses Minifigures
LEGO fans can build a vending machine that dispenses Minifigures The machine vends mystery sets for you to build The LEGO Group has announced the launch of the LEGO Ideas Minifigure Vending Machine set; a retro-inspired building set designed for adults - with 1,343 pieces. I insert the included LEGO coin, turn the handle, and release one of 16 capsules, each containing bricks to build a minifigure. Each figure is a surprise, featuring nostalgic themes like Castle, Paradisa, and Fabuland, as well as Classic Space explorers and even the LEGO Ideas Fan Designer who uploaded the product idea to The functional brick-built vending machine offers collectors exclusive, nostalgic minifigures. The LEGO Ideas Minifigure Vending Machine set was submitted by Belgium-based Fan Designer, Rob Vangansewinkel, as part of the LEGO Ideas programme. LEGO Ideas allows fans to submit product ideas, which are then voted for by the community before being considered to be made into a real LEGO set. Rob said: 'As a kid, I had a real vending machine at home and loved it - so the idea of creating a working LEGO brick version that dispenses minifigures just clicked. I started with a digital version of the model and posted it on LEGO Ideas. But I wasn't sure if the dispensing mechanism would really work, so I spent about two months testing and refining the design with actual LEGO bricks. I even took apart my old vending machine to understand the mechanics and make it work, and I'm so proud of the final product." Article continues below The set blends LEGO building techniques with a true-to-life vending mechanism, complete with a click as you turn the knob. The LEGO Ideas Minifigure Vending Machine set is available for LEGO Insiders early access from June 1, 2025, and for all from June 6, via and LEGO Stores, priced at € 169.99 / £ 149.99 / $ 179.99.
Wales Online
16-05-2025
- Automotive
- Wales Online
Three new cars launched as LEGO sets and in Asphalt Legends Unite
Three new cars launched as LEGO sets and in Asphalt Legends Unite Fans can build the sets and drive them in the game The LEGO Group and Gameloft have launched three new 'rides' in LEGO Technic form and in the game Asphalt Legends Unite. Each LEGO Technic supercar set comes with an exclusive redeemable code to unlock the car in Asphalt. The three supercars are: the LEGO Technic Aston Martin Valkyrie, the track-ready LEGO Technic Ferrari FXX K, and the LEGO Technic Lamborghini Revuelto Super Sports Car. Available to pre-order from June 1, and inspired by the real-world hypercar, the new LEGO Technic Aston Martin Valkyrie has functional gullwing doors, steering controlled by a top-mounted knob, and a detailed V12 engine with moving pistons and a working differential. Asphalt Legends Unite will host a special in-game event featuring the Valkyrie starting June 18 through July 2 letting players experience the car virtually. Also available for pre-order two more legendary cars join the LEGO Technic team: the LEGO Technic Ferrari FXX K and the LEGO Technic Lamborghini Revuelto Super Sports Car. Article continues below The LEGO Technic Ferrari FXX K features opening butterfly doors, a liftable hood, and a V12 engine with moving pistons - with a working differential and authentic detailing. The LEGO Technic Lamborghini Revuelto Super Sports Car has a detailed engine cover, glow-in-the-dark headlight accents, and access to the LEGO Technic CONTROL+ app. Alexandra Drgaomir, Marketing Manager for LEGO Techinc said: 'LEGO Technic and Gameloft are bringing the high-performance world of Asphalt Legends Unite into reality with supercars built to be both raced in-game and proudly displayed on your shelf. These models go beyond looks — they embody Technic's signature authenticity and functionality, with true-to-life design, working features like steering and moving pistons, and a rewarding, hands-on build experience. Whether you're playing digitally or building physically, they capture the thrill of speed and style.'
