Turning a Toy Brand into
an Educational Innovator

Turning a Toy Brand into <br/>an Educational Innovator

LEGO Education is the education division of LEGO Group, a family-owned toy company recognized as one of the most reputable companies in the world.

The Challenge

LEGO Education was preparing to go to market with WeDo 2.0, a new LEGO-brick-based product and curriculum designed to help teachers bring STEM (science, technology, engineering and math) subjects and skills into elementary classrooms. The company wanted to “make a splash” and position LEGO Education as a leading ed-tech product company.

The Solution

We started with a comprehensive audit of business, innovation and technology media to identify which early childhood education story themes would resonate best. We concluded that making STEM education—particularly coding and robotics—available to all students, not just privileged communities, was a “hot button” topic. We worked closely with LEGO management to gain consensus on how to position the product in order to drive exposure.

Based on this groundwork, we developed and implemented a multi-pronged strategy that included:

  • A two-city press tour ahead of the 2016 Consumer Electronics Show (CES) to introduce the product under embargo to reporters in two key education markets—New York City and Washington, D.C.
  • A WeDo 2.0 launch at CES, the premier show known for unveiling the hottest innovations in consumer tech products, focusing on The Pepcom Innovation Showcase, a pre-CES “sneak peek” event for reporters only.
  • LPP staff attendance at CES to provide a “ground game” to engage additional media at the show who could not be booked in advance.
  • Remote LPP staff support during the event, including monitoring and engaging in social conversations with other influencers.

The Result

The LPP team’s efforts make LEGO Education’s product launch a huge success. Specific achievements included:

  • LEGO Education was awarded five editorial “best of show” awards for WeDo 2.0, including awards from USA Today, Engadget and Parent Tested/Parent Approved.
  • National media exposure for LEGO Education and WeDo 2.0, including 94 unique articles in top business and trade publications, garnering more than 330 million impressions.
  • As a direct result of coverage in WIRED, Facebook CEO Mark Zuckerberg reached out to our spokesperson asking how he could purchase a kit.
  • Citing the press coverage, the CTO for the United States, Megan Smith, reached out to LEGO, expressing her excitement about the product and desire to get the White House involved.


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