After a fabulous first outing at The Play Date in 2023, LEGO decided to participate in the full Toy Insider event series in 2024. 

Led the creation of a modular display system inspired by LEGO building blocks that could be utilized in 3 distinct booth configuration for a sustainable and budget-friendly approach. In honor of the holiday season, the space was redone with a blue, winter-inspired color palette, complete with snowflakes, gift-wrapped LEGO sets, and more fun touches.

Concepted branding approach based on LEGO Group's research about the importance of play for kids and adults alike. 

Developed a visual merchandising plan for each show to best showcase products for an informative display that drove home the brand's story of play through the ages. 

LOCATION varies, NYC

EMPLOYER SEQUENCE EVENTS in partnership with GOLIN