TARGET
StarWars Lego
Target set out to prove it isn’t just where you shop, but where you go for the most immersive retail experience, bringing the LEGO® Star Wars™ galaxy to life around the launch of LEGO’s new Smart Play technology. We created a one-of-a-kind, choose-your-adventure activation that toured the nation, inviting guests to become the main character and choose their path to the Dark Side or the Light (saving the day the Smart way).
Core Services
- Account Management
- Creative Direction + Design
- Creative Strategy
- Film + Content Creation
- Media Planning + Buying
Across nine cities, guests stepped through a minifigure portal into a life-size LEGO world, piloting TIE Fighters, cooking in Yoda’s hut, and interacting with smart bricks that responded to their touch with light and sound. The journey carried from the parking lot into the store, where demo stations and a Make & Take build let guests take the adventure home.
The Smart Play Adventures welcomed 10,736 guests, earned a 4.6/5 satisfaction score, and drove a peak sales lift of +16,230% on priority products, turning experience into purchase.
