LEGO
THE BIRTHDAY STUDIO
An interactive LEGO game that turns kids' gaming data into birthday party insights for parents.
Planning your kid's birthday party is tough. When parents are prepping, they don't want to ask their children directly about what they want — that would ruin the surprise.
So they end up guessing what their kid might like. And as always happens with guessing, things go wrong. That's how you end up with clowns, food that only adults like, and unwanted guests. Bummer.
LEGO wanted to make parents' lives easier and bring the fun back to kids' birthdays. We partnered with production house MediaMonks Amsterdam to create an online game for children that turned their gameplay data into useful insights for parents.
Studio consisted of 5 departments: Posters design buro, Cake laboratory, Do’s and Dont’s meeting room, Masks safe deposit and Treasury.
That’s where kids imagined, created, collected, dreamed and shared. All the information was packed into an email and sent to parents, so they would know how to make the wishful birthday a real one.
Do’s and Don'ts meeting room.
The Treasury.
Screengrab from the game.
Screengrab from the game.
RESULTS
2300 hours - total time spent
178% - engagement rate
150,000 - Emails shared
Thousands of happy birthdays
My role: concept development, art-direction, copy & creative direction.