LEGO sends Olivia Rodrigo fans on a GPS-powered hunt

The LEGO Group is turning Olivia Rodrigo fans into treasure hunters with a location-based activation in Singapore to celebrate the launch of its new LEGO Editions Olivia Rodrigo collection.

In partnership with music retailer Swee Lee Singapore, the brand hid GPS coordinates within its Instagram and Facebook posts, challenging fans to uncover the location of Swee Lee's Clarke Quay flagship store. Those who cracked the clues were rewarded with the chance to collect one of just 333 limited-edition LEGO Editions vinyls produced worldwide.

Singapore is one of only seven markets selected to receive the exclusive collector's item, making the activation one of the campaign's key regional touchpoints.

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According to Nina Patricia Da Costa, general manager for Singapore, Malaysia and Travel Retail APAC at The LEGO Group, the collaboration was designed to resonate with fans who have built personal connections with Rodrigo's music.

"Olivia Rodrigo's music resonates with fans across Southeast Asia who find a piece of their own stories in her lyrics. We are absolutely thrilled to bring this incredibly unique collaboration to Singapore," she said.

"By partnering with a local music icon such as Swee Lee for this exclusive drop, we're creating a space where music and brick-building collide, giving local fans an unforgettable experience to celebrate Olivia's universe through our new collection and exclusive vinyls."

The local activation coincides with the launch of the LEGO Editions Olivia Rodrigo collection, a collaboration with the Grammy Award-winning singer-songwriter featuring five collectible sets inspired by her music, performances and personal storytelling.

The collection marks several firsts for the LEGO Group. Rodrigo is the first musician to receive multiple dedicated LEGO sets, complete with five custom LEGO minifigures inspired by some of her most recognisable stage looks and performances. She is also the first partner to collaborate on a personalised LEGO Botanicals set.

Across the collection, fans can uncover references spanning Rodrigo's career, from albums including SOUR, GUTS and you seem pretty sad for a girl so in love, to signature props such as her red megaphone, handwritten notebooks and symbolic floral motifs that nod to her Filipino heritage.

"I've always loved hiding little details and meanings in my music and videos, so working with the LEGO team to bring something that fans can actually build and explore together has been so exciting," said Rodrigo.

"There are so many pieces of my world inside these sets – little nods to songs, memories, outfits and moments that mean a lot to me," added the singer. 

The five sets range from Olivia Rodrigo's vinyl and a personalised LEGO Botanicals flower bouquet to 'Concert moon', 'Secret storage' and 'Dual guitar', each featuring hidden Easter eggs and references for fans to discover.

The collection is available from 1 August via LEGO Certified Stores, LEGO.com, and official online retailers including Shopee and Lazada.

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