The Challenge

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LEGO asked us to help them create a new VIP programme for all its players from scratch. They wanted a free, yet compelling membership that would be inclusive for everyone, regardless of age or spend. The challenge was to design a programme that would enhance the LEGO experience, enhance community, and actively encourage play across all demographics.

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Our Immersive Approach

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Our research design aimed to uncover the deeper connections and meanings within the LEGO community; revealing not just what people do with LEGO, but how it makes them feel and what it means to them.

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• Pre-task collages: Visual narratives created by participants highlighted the emotional significance of LEGO in their lives.

• Inspiration sessions: We explored LEGO's role in participants' lives, uncovering aspirations and dreams for the ideal membership.

• Creative workshops: Collaborative ideation sessions helped develop initial propositions for the VIP program.

• Multi-round interviews: Iterative conversations with both children and adults explored connection to the proposition and refined our understanding of their needs and preferences.​

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The Result​

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Our comprehensive research and analysis resulted in a detailed blueprint for LEGO's new VIP programme, designed to go beyond a typical loyalty scheme. Key outcomes included:

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• A membership programme that resonated with all ages, actively enhancing play and building community

• Persona films that vividly illustrate diverse audience perspectives, helping LEGO forge stronger connections across generations

• A multi-format presentation of findings, ensuring LEGO could grasp both emotional and practical aspects of the proposed programme

• Development and naming of the VIP initiative, aimed at strengthening existing fan relationships while attracting new enthusiasts

• A framework for a more inclusive and engaging LEGO community that enriches the overall LEGO experience