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MAKE ROOM FOR LEGO
(PROACTIVE IDEA)
Because LEGO always has a solution to make all the pieces fit.
AFOLs are hardcore.
(AFOL = Adult Fans of LEGO)
They are fevered collectors.
They are no respecter of franchise, model, and even sometimes price.
Nothing stops them from getting their hands on a build they love.
Nothing... except the space they have at home.
LEGO builds take up space.
The less space you have, the less LEGO you can build.
So, to solve this conundrum, LEGO stopped selling LEGO...
And started selling other kinds of... fixtures.
The pitch is to help people sell off their unwanted furniture.
That side table they always wanted to declutter.
That sofa that has seen better days.
That TV that predates lightbulbs.
We put our best efforts behind helping people sell off their stuff—online, on social, and on-ground,
freeing them up to buy more LEGO.
Because when they make space for LEGO, they make room for imagination.
Creative Group Head Kevin Lim
Copywriter Natalie Goh
Art Director Eunice Pang
Art Director Emily Mok
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