A long-term partnership that expanded LEGO’s relationship with The Walt Disney Company (Marvel & Star Wars franchises) from consumer products into a recurring fan-first-first advertising platform that tied the brand to Marvel’s biggest cultural moments.

Strategy + Role: Imagine aligning your brand with the most anticipated moments in entertainment, including the biggest movie franchise of all-time. LEGO did just that. Rather than treating LEGO as a traditional product partner, I developed media-led opportunities that connected the brand (US, Global, and Retail) to the energy surrounding major premieres (Avengers: Endgame, Guardians of the Galaxy 3, etc.), San Diego Comic Con, New York Comic Con, and D23 Disney’s Ultimate Fan Event—giving LEGO a more active role in fandom.

Business Impact: Our multi-year partnership proved that a beloved consumer-products brand could further increase favorability and market-share by embracing fandom. By aligning LEGO with The Walt Disney Company’s biggest moments, the program turned product affinity into ongoing advertising value.