The Ask

Colossal partnered with LEGO on two transformative engagements.

First, the company needed to reposition its brand foundations—refreshing its mission, vision, values, positioning, and voice to ensure LEGO could thrive in a world increasingly defined by digital experiences.

Following the success of that work, LEGO engaged us again to design a comprehensive content strategy that would translate the renewed brand foundations into a scalable system for content creation and social media dominance.

The Answer

Working closely with stakeholders at LEGO headquarters, Colossal:

• Redefined LEGO’s brand foundations, sharpening its mission and voice to emphasize creativity, imagination, and the joy of building.

• Developed a robust content system that extended these foundations across long-form storytelling, YouTube content, and social media platforms.

• Encouraged LEGO to think systematically about all product divisions and fan communities, framing LEGO as a system of systems that could apply to virtually any world or fandom.

• Leaned into the power of partnerships—Star Wars, Harry Potter, cinematic franchises—to build a defensible content approach rooted in fun, creativity, and shared imagination.

By treating LEGO not just as a toy brand but as a global storytelling platform, we created a foundation that was both timeless and endlessly adaptable.

The Result

The foundational strategy work was so well received it directly led to the second engagement in content. Together, these projects empowered LEGO to:

• Build a unified global brand voice and identity system.

• Imagine and implement a content strategy that resonated with both kids and adults.

• Create scalable, systematic ways to engage fans across product lines, platforms, and partnerships.

Today, LEGO’s digital presence reflects this thinking—a brand built on creativity, play, and imagination, expressed through a system designed to grow without limits.