Initiative

Get Your Potterhead On

February 18, 2019 | Share this article

For Harry Potter fans, 2018 was a huge year. The highly anticipated Fantastic Beasts sequel The Crimes of Grindelwald was finally set to be released, and to mark its release LEGO returned to the design studio and created new products under the newly rebranded theme of ‘Wizarding World’. Initiative’s challenge was to launch these new

LEGO Stores Feel the Force

September 28, 2018 | Share this article

When two Star Wars films were released within six months of each other, Initiative was tasked with doing something special for LEGO to cut through the Star Wars marketing noise and promote their second playset range release within six months. Insights gleaned from Star Wars fan culture and play behaviour data led us to an