LEGO and Lok Jai inspire Hongkongers to unwind and reconnect

LEGO Hong Kong has teamed up with its beloved minifigure Lok Jai to unveil "Let's take a brick" campaign this summer, where Lok Jai pops up at eight spots across the city, inspiring the community to slow down, unwind, and reconnect with the brand through LEGO building.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from LEGO said that the initiative targets families, children, and LEGO fans of all ages across the city. Led by the LEGO Hong Kong team and developed in collaboration with agency partners on creative execution, it aims to foster creativity through playful experiences while encouraging families to enjoy shared moments during the summer.

The campaign kicked off with a teaser phase titled “Looking for Lok Jai” ahead of the main activation, where Lok Jai was spotted in unexpected locations both physically and online, sparking curiosity, driving organic social sharing, and building excitement before the actual launch of the campaign.

Building on this momentum, the official campaign runs from 12 July to 31 August, featuring eight themed LEGO "fun spots" across Hong Kong. The first installation at New Town Plaza’s Dinosaur Park in Sha Tin features a five-metre-tall treehouse, alongside a three-metre-tall Lok Jai photo spot and a fidget spinner building zone.

At the West Kowloon Cultural District, multiple installations have been launched, including a three-metre inflatable Lok Jai at Art Park’s High Lawn; an artist-themed display outside the Hong Kong Palace Museum, featuring Lok Jai wearing a signature beret and holding a brush and palette; "Lok Jai street" at Harbourside Lawn East, adorned with Hong Kong-inspired signage for photo opportunities. Meanwhile, Lawn West enables visitors to enjoy sunset views beside the displays, and the Secret Garden offers a dedicated creative space for hands-on LEGO brick building.

To engage audiences, all eight "fun spots" have been equipped with an AR mini-game, where visitors can scan the QR code and complete the designated task to unlock a Lok Jai collectible card. Those who collect all four cards may qualify for discounts of up to 50% at participating retailers.

Visitors with two or more cards can exchange for a miniature LEGO figure at designated redemption points. Separate promotional offers are available at LEGO retail stores, including a small building set with boxed purchases, a yoyo with spends exceeding HK$350, and a tote bag for purchases over HK$500.

The campaign also features Lok Jai displays at three LEGO certified stores at Times Square, Langham Place, and K11 Musea.

In terms of marketing strategy, the spokesperson said that LEGO combines immersive experiential activations with social media engagement, PR outreach and augmented reality features. The initiative emphasises user-generated content and location-based interactions across multiple touchpoints.

Don't miss: Pacific Place transforms into brick-built botanical garden this summer

Back in April, LEGO partnered with Hong Kong mall Pacific Place to debut the first-ever botanical garden, taking visitors on a whimsical journey through “Where bricks bloom”, an immersive installation crafted entirely from LEGO bricks. Beyond the enchanting display, exclusive LEGO gifts and captivating rewards were extended to elevate the experience.

During the activation, the Garden Court at Pacific Place transformed into a celebration of the seasons, carpeted with intricate floral creations built from over 120,000 LEGO bricks and over 6,000 LEGO flowers from the Botanical Collection.

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