New LEGO worlds : Let´s play!

For our client – company LEGO, our company has created a unique installation of LEGO worlds for little and big fans of this world-famous brand designed for the toy-store network Bambule (Alltoys – in Slovakia). The first pilot project has just been installed in the Avion shopping centre in Bratislava. In addition to buying products, fans of the plastic cubes may also play and relax at the same time.

Because the whole system includes also playing spots, which won in the category of promo-points within the last POPAI AWARDS. So that by applying the shop-in-shop retail strategy, there have been created emotional zones in toy-stores that will undoubtedly please customers of the Danish toys. Customers are being attracted to approach playing tables using for example special lighting and moving effects or really rotating rotor of a helicopter at the top of a shelf drawing attention to the LEGO City series. Enlarged LEGO cubes or figures and especially eye-catching, expressively yellow appearance of the whole playing-point supplemented with image floor graphic lining the shelves also attract an interest. Individual kits are sorted by series and so customers know where to look for their favourites right after entering a store.

Colours and graphic elements stimulate playfulness 

Based on the strategy of our comprehensive shopper-centric approach (CIS), knowledge of a category and space management and knowledge of shopping behaviour, we have created, in the close co-operation with the client, small LEGO worlds, where little and big customers may try out the kits and play with them. “We are trying to stimulate playfulness of customers by the combination of colours, light, motion and graphic elements. Everyone may relax during shopping, sit down by the playing table and build an own piece of work within a pleasant atmosphere of the newly created environment,” highlights the playfulness of the whole application Michal Sůlovec, the Project manager of our company.

New playing-points built from metal shelves supplemented with glossy lacquered wood and various 3D elements from plastic materialize the new style of the LEGO brand communication. The brand is trying to get closer to adult as well as child customers through this strongly customer-oriented way.

Your DAGO team