Project Introduction
A new DUPLO range needed a launch moment as big as the brand. Familia delivered a flagship activation at Legoland Windsor that put the product in toddlers' hands, parents' hearts and the media's spotlight.
the challenge
LEGO DUPLO was launching a new range designed specifically for toddlers and wanted an activation that went beyond a standard product reveal. The goal was to create an immersive, family-facing experience that would showcase the developmental benefits of the new range, generate significant media coverage and put the product directly into the hands of their core audience — parents of young children — in an environment that felt magical and on-brand.
our solution
Familia partnered with LEGO DUPLO to design and deliver a flagship brand activation at Legoland Windsor, timed to coincide with the launch. We created a dedicated interactive play zone within the park where toddlers could explore the new range freely while parents observed and engaged. A targeted influencer and family blogger programme brought key voices to the event, ensuring strong content capture across social channels. A structured PR campaign ran alongside the activation, with media pitching to parenting, lifestyle and toy trade press supported by on-site interview opportunities with child development experts.
the result
The activation reached thousands of families over the launch weekend, with the play zone at capacity throughout. Influencer content generated hundreds of thousands of impressions across Instagram and YouTube in the days following the event. Coverage appeared across national parenting media and toy trade press, positioning the new range as a must-have for toddler development. Parent feedback gathered on the day provided LEGO DUPLO with valuable real-world insight to support their wider UK marketing campaign.
