LEGO Italy after 10 years since the launch of the Friends set decided to redesign the line, expanding the number of protagonists so that it more closely reflected today’s society and the values of inclusion and diversity that the brand embraces.
On the occasion of the reboot, LEGO asked Connexia to organize the premier event of the new TV series and sets.
In addition, Connexia developed a PR and digital PR activation plan to communicate and support the relaunch.

Connexia fully organized the launch event – at a cinema in Milan the event included breakfast, a LEGO Friends play area and the screening of the first episode of the series. Connexia involved key journalists and influencers in order to generate great visibility and engagement. In addition, Connexia developed an influencer marketing strategy with the involvement of talent with both kids and parents targets in order to hit both target audiences.

Event, PR, Digital PR, Influencer Marketing