The opportunity

We wanted to encourage newbies to meet the LEGO Friends from Heartlake and explore non-prescriptive play.

The idea

We created a space for kids to create an item of jewellery from their imaginations. Then they wore it to strike a pose, and become one of the LEGO Friends in their latest music video with a little help from the magic of green screen technology.

The results

Thousands of kids met the LEGO Friends in shopping centres over the summer and became a star for a day with the Star Maker experience.