The company, however, did generate a cool US$470 million/£377 million with The Lego Movie, which prompted a sequel to be made. The movies could be seen as the ultimate marketing campaign but ‘Rebuild the world’ is a more traditional approach: playful and current, tackling gender roles and climate change.
“Rebuild the World is all about seeing where imagination takes us and celebrating the natural creativity of children. We want to encourage kids around the world to develop and retain these skills as they grow older. With this campaign, we want to inspire people of all ages to play and unleash their creativity to create a world of infinite possibilities,” said Julia Goldin, LEGO Chief Marketing Officer.