LEGO Minifigure Family

Bringing more families together for the holidays

We put a personal touch on the holiday ecard with a customizable app that lets people create LEGO Minifigure versions of their families.

To keep LEGO top of mind during the gift-giving season, we put a new twist on the traditional holiday card. We created an experience that lets users create and share customized holiday cards featuring Minifigure versions of their own families.

• #1 traffic driver to LEGO.com from social sites during the season
• 60% of users were first-time visitors to LEGO.com
• Users spent over 17 minutes on average making and sharing their Minifigure holiday cards
• Over 10% of users shared their holiday cards with friends and family on social media

AWARDS

• OMMA Awards - Website Excellence, Youth
• W3 Awards - Microsite, Branding
• Web Marketing Association WebAward - Toy & Hobby Standard of Excellence
• Facebook Studio Award Finalist
• Hatch Merit - Innovation Award