Lego fosters friendships

Lego is attempting to make friends with little girls in its latest campaign titled "Lessons of friendship from a 9 year old".

Created with the help of TSLA, the campaign aims to foster stronger ties with this target audience and and strengthen its positioning  bonds of friendship for Lego's Friends toys.

The campaign includes a series of YouTube videos where young girls give valuable, real-life lessons on how to be a better friend. The campaign also includes a limited edition Lego Friends diary.

“Today, with mobile technology and social networks changing the face of communication, we at Lego Singapore not only embrace this change, but also continue to encourage fundamental face-to-face interactions and tactile experiences,” Hazel Ong, interim head of Lego Singapore said.

Have a look at the diary:

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“As a brand that supports the importance of fostering creativity and building relationships, Lego Friends firmly believes in bringing friends together by maintaining and strengthening social bonds.”

In less than seven days, the campaign has amassed over 100,000 views on YouTube, and has been shared more than 1000 times.

Watch the campaign here: