LEGO’s holiday campaign will include shoppable content and Spotify playlists. Millennial parents have been buying up toys all year to keep kids entertained—and YPulse’s data shows that they’re even more likely to buy toys this holiday season than years past. To reach them, LEGO’s “optimistic” holiday campaign features families coming together to “create their own worlds with the building blocks” and create adventures “even when [they’re] stuck at home.” The brand is focusing on ecommerce and “shoppable formats” to allow customers to “seamlessly” purchase products in the ad, and creating Spotify playlists inspired by hobbies and LEGO-themes like Star Wars, vehicles, and animals. (Marketing Dive, LEGO)
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