Reimagine Your Reality
Lego has been a tool for creation and creativity for over 80 years. The challenge is making teenagers connect and come together for a bigger purpose. They’re an idealistic generation, speaking volumes on powerful social movements. More than 50% of the target audience would be willing to pay more for a sustainable product than the general population. LEGO wants to engage teenagers beyond 13 and help them reimagine their community by utilizing LEGO in a new way.