LEGO x VOGUE

The power of creative play transcends age, offering significant benefits for both children and adults. This was highlighted during a special Mother’s Day edition of Vogue Salon, in partnership with the LEGO Group. The event featured select mother-and-child pairs, including influencers Aisiqa, Brie Benfell and Yvette King, who explored the often-overlooked value of play in our lives.

Hosted at Trehaus, a modern co-lifestyle space for families, the event included a discussion led by Vogue Singapore’s deputy editor Amelia Chia, LEGO Group’s regional brand director Uma Ramanan, and educator Elizabeth Wu. Key themes included "Changing Conceptions of Learning in Asia," "The Advantages of Play-Based Learning," and "How Playtime Benefits Adults." The 20+ attendees then participated in a LEGO play session with their children, sharing insights and experiences about the role of play.

The media strategy involved an event-partnership to convey thoughtful key brand messages around the product launch and stimulate discussions tailored to the Vogue audience. The campaign utilized a staggered approach over three months to sustain its impact across multiple platforms, ultimately enhancing traffic to the LEGO Group’s online store.