photo of lego posters from 90 years of play campaign on tube wall
Screenshot of LEGO coverage in LBB online, a social post with Peter Crouch and a huge billboard around a building

Celebrating 90 years of LEGO play and the awesome people who love its iconic products in partnership with Mischief PR.

Play is ageless. Not only is it fun regardless of age, just as LEGO is, but it also has endless benefits for the body, mind and relationships. LEGO products are incredible at providing these benefits, LEGO lovers will tell you themselves.

So we photographed and interviewed 90 people between the ages of 1 and 90, telling their stories of play and LEGO. To remind the nation that play is for everyone, even at 90.

Creative Direction ⎯ Creative ⎯ Art Direction ⎯ Copywriting ⎯ OOH Delivery ⎯ Pitching ⎯ Interviewing ⎯ Asset Creation

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