For this activation, the challenge was to elevate LEGO beyond shelf presence during peak holiday while driving consideration and purchase in a highly competitive retail moment while still delivering an elevated and delightful experience.

The guiding insight was a universal truth: the holidays are about togetherness and energy —and LEGO uniquely owns play across generations!

Big Idea

Music as the heartbeat of the holiday party.
Every year, Target features Holiday Top Toys. For LEGO one of their Top Toys was a music turntable from their LEGO Creator line that allows kids build a record player with flowers, then rebuild it into a radio toy, and then again into a microphone. Music became the emotional connector that brought the experience to life. What better way to celebrate music than with a holiday party?

Everybody knows that there’s no better holiday party like an Ugly Sweater Party. We had unlocked another insightful truth about the holidays. All we needed now was a natural connection with LEGO. The answer? Invite guests to our Holiday party to create their own Minifig version that, of course, is wearing an ugly sweater to join the party.

Experience

Live DJ in a custom LEGO booth playing holiday pop
Build-your-own minifig station featuring ugly holiday sweaters
Take-home minifig ornaments for Christmas tree decorating
LEGO-branded gift wrapping with purchase

Result

A high-energy, participatory holiday activation that celebrated LEGO creativity, deepened family engagement, and reinforced LEGO as a top holiday gift destination at Target.

Closing

Sometimes the clearest measure of success is not a deck or a metric. It is how guests choose to talk about the work themselves. The social video below was created organically by a guest attending the event, and it captures exactly what we set out to do. Turn LEGO holiday shopping at Target into a joyful, high energy family moment worth sharing. No prompts, no polish. Just genuine excitement, play, and connection. That kind of response is the strongest signal that the experience resonated.