Background
Lego is always looking at ways to innovate its products. By taking the humble brick that has made it the world’s most successful toy brand, and looking at ways to augment the experience to make it more relevant to kids today.
Old Lego Brick
Challenge
In a world where Kids are increasingly hypnotized by screens, how can we add tech to the Lego brick, that doesn’t erode its fundamental appeal to parents and kids alike.
Original Lego Brick
Insight
As the worst technology uses underhanded tactics to exploit our attention…
The best should enable our imagination and growth.
Adding layers of sound to Lego.
Solution
Through Google Nest we created a voice-activated experience for kids to play and explore new worlds through interactive soundscapes. Turning the Google assistant into a real-time playmate, where for the first time, sound effects and audio stories could help enhance the Lego worlds kids were creating.
Playwaves on the Lego.com site.