Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Daft Punk gets brickified in new global Lego campaign

Brand: LEGO Group

Campaign: Daft Punk Collaboration

Source: https://mumbrella.com.au/daft-punk-gets-brickified-in-new-global-lego-campaign-942052

Goal: To create a unique collaborative experience between Lego and Daft Punk, appealing to fans across all ages.

Media: Hero film

Summary: The Lego Group has partnered with Daft Punk for a global brand campaign that features a hero film depicting the duo's brick-built personas navigating a digital landscape. The campaign aims to celebrate creativity and innovation, leading to new products that honor Daft Punk's legacy.

Croatia

Daft Punk enters the LEGO world: The iconic stage from the Alive 2007 tour becomes a LEGO set

Brand: LEGO Group

Campaign: Daft Punk LEGO Collaboration

Source: https://www.media-marketing.com/vijesti/daft-punk-ulazi-u-lego-svijet-kultna-pozornica-s-turneje-alive-2007-postaje-lego-set/

Goal: To connect two communities through music and creativity

Media: Film, Social Media

Summary: Daft Punk's iconic pyramid stage from their Alive 2007 tour is being turned into a LEGO set as part of a partnership with LEGO Group. The collaboration encompasses products, content, and brand experiences, aimed at merging music and creative communities. The partnership was announced through a film featuring LEGO versions of Daft Punk, with music from their albums accompanying the visuals. A unique fan-made LEGO model of the stage gained official approval, further linking the brands.

collaboration Daft Punk LEGO music

Italy

Lego Prepares a Christmas Campaign Centered on Sharing, Addressing the Passions of Each Audience

Brand: LEGO

Campaign: Share the Love for Bricks

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-prepara-una-campagna-natalizia-allinsegna-della-condivisione-parlando-alle-passioni-di-ciascuna-audience/

Goal: Foster sharing and connections between different generations and communities

Claim: Share the Love for Bricks

Media: Integrated media including TV, PR, influencer marketing, and local experiences

Summary: Lego's Christmas campaign, starting in early November, focuses on the theme of sharing and building relationships across generations. Developed with Mate and Starcom, it emphasizes a strong integration of media, PR, earned media, and local experiences to be culturally relevant to the Italian audience. The campaign maintains Lego's global identity while incorporating local elements to resonate with Italian families.

Christmas Campaign Italian culture LEGO sharing

Czech Republic

LEGO Gamifies the Invitation for the Opening of the Second Store in the Center of Prague

Brand: LEGO

Campaign: Gamified Invitation for the Opening of the Second Store in Prague

Source: https://www.mam.cz/novinky/akce-a-souteze/2026-09/lego-gamifikuje-pozvanku-na-otevreni-druheho-obchodu-v-centru-prahy/

Goal: Engage families in a city-wide adventure leading up to the store opening

Media: Social media, Instagram

Summary: LEGO is turning the invitation for the opening of its new store in Prague into a city-wide adventure. Families will search for clues leading to famous personalities and LEGO models of Prague icons. The campaign, which culminates in a grand opening event, will see three winning families participate in a treasure hunt across the city on three October Saturdays. The design of the new store will reflect Prague’s architecture and cultural heritage, incorporating local themes throughout the space.

family activity gamification LEGO Prague store opening

Global

LEGO Expands the World of Pokémon

Brand: LEGO

Campaign: LEGO Pokémon Expansion

Source: https://www.mam.cz/novinky/media-a-trh/2026-09/lego-rozsiruje-svet-pokemonu/

Goal: To expand the LEGO Pokémon product line with new sets featuring popular Pokémon characters.

Claim: The response to the LEGO Pokémon series has been extraordinary.

Summary: LEGO and The Pokémon Company International are expanding their LEGO Pokémon series with new sets featuring Rayquaza, Arcanine, and Munchlax. This follows the launch of the initial collection earlier this year, which included models of Venusaur, Charizard, and Blastoise, among others. The new sets emphasize various Pokémon characteristics and are available from August 1, 2026.

LEGO Pokémon product expansion toy sets

Italy

Lego celebrates Formula 1 with a major activation, a lever for brand building for a cross-generational audience

Brand: LEGO

Campaign: Lego celebrates Formula 1 with a large activation for cross-generational brand building

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-celebra-la-formula-1-con-una-grande-attivazione-leva-di-brand-building/

Goal: Engage a multi-generational audience and build the Lego brand

Media: Event installations, video and light shows, interactive workshops

Summary: Lego organized a large activation during the Italian Grand Prix of Formula 1, bringing creativity and the thrill of motorsports together to engage families and fans of all ages. The initiative includes installations in Milan and at the Autodrome in Monza, featuring a grand spectacle dedicated to Michael Schumacher and the Ferrari F2004, along with interactive activities for visitors to create a mosaic with Lego bricks. The campaign aims to reinforce Lego's brand association with creativity and innovation while celebrating a significant cultural moment.

brand activation Family Engagement Formula 1 LEGO

Portugal

LEGO and Sony recreate the original PlayStation in block format

Brand: LEGO

Campaign: PlayStation Original Recreation

Source: https://www.imagensdemarca.pt/artigo/lego-e-sony-recriam-playstation-original-em-formato-de-blocos/

Goal: Celebrate the nostalgic connection between LEGO and PlayStation games.

Media: Direct distribution through brand channels

Summary: LEGO Group and Sony Interactive Entertainment collaborate to create a large-scale replica of the original PlayStation console, consisting of 1,911 pieces. The model is designed with interactive and historical details, set to be available on October 1, 2026, through phased distribution via both brands' direct channels.

collaboration gaming LEGO nostalgia PlayStation

Global

LEGO has hidden 333 brick plates in stores around the world

Brand: LEGO Group

Campaign: LEGO Editions x Olivia Rodrigo Vinyl Hunt

Source: https://www.media-marketing.com/vijesti/lego-je-sakrio-333-ploce-od-kockica-po-prodavnicama-sirom-svijeta/

Goal: Engage fans in a physical treasure hunt for collectible items

Media: Social media, physical stores

Summary: LEGO Group has hidden 333 LEGO brick plates in vinyl stores worldwide, launching a global treasure hunt for fans of Olivia Rodrigo, who must follow clues released on social media to discover the locations. The campaign began on July 27 and includes a unique store installation made of over 110,000 bricks, along with a recently announced collection inspired by Olivia Rodrigo's music. The treasures are available for purchase starting August 1.

collectibles LEGO Olivia Rodrigo social media vinyl hunt