Prescriptive problem 

LEGO knows that if on entry level a child has a negative build experience then they may never become brand advocates. The frustration a child might feel on their first encounter with the iconic bricks may well be due to their prescriptive usage, limiting their naturally boundless creativity. 

Out the box solution

We devised experiences that binned instructions and embraced imaginations. The Imagination Factory wasn't about right or wrong, just whatever you can build from your own ideas.

Boundless results

The activity was deemed so successful that LEGOLAND Windsor commissioned a permanent Imagination Factory exhibit. Later we added the Star Builder element for parents to share in their child's achievements.