Duplo and Disney tap into the magic of childhood

The brands teamed up for a cross-country mall tour with an interactive play experience, targeting young children and their parents.

Lego Duplo and Disney Junior are wrapping up a cross-country mall tour of an interactive play experience.

“The Magic of Play,” by B Street Communications, was born out of the idea of playtime as being the happiest time for kids, when they learn to dream and possibilities are endless, says Tom Attard, experiential director, B Street.

With play tables featuring Duplo, a large-screen TV with Disney Junior programming, an open free-play area, Disney character cut-outs and play pal staff on hand to help with builds and discuss shared brand benefits with parents, the activation typically brought in an average of 1,300 to 1,500 children during a weekend and an equal number of adults, says Attard. Toronto’s Fairview Mall saw the highest amount of traffic, with 1,500 kids and parents over the weekend, while most of the other malls had between 1,200 to 1,400.

“The Magic of Play” targeted children aged one to five and either first-time or relatively new parents who would not have as much exposure to the brands as parents with older children, he says.

“It really fit well with the two brands – obviously Disney brings the magic and Lego Duplo really brings the play.”

B Street has developed tours and experiential programs for Lego in the past, but this marks the brand’s first partnership with Disney Junior, which has a shared target and objective, says Attard. The two brands were a good fit from a development perspective, he explains, as Disney Junior promotes emotional, social and language development, and encourages healthy lifestyle decisions, while Lego  assists with spatial awareness, colour and shape recognition, and hand-eye coordination.

The tour made its final stop in Markham at the Markville Mall this past weekend, with activations in six other malls across the country, including Toronto, Montreal, Surrey, Vancouver, Calgary and Edmonton. Attard says malls were selected based on a combination of traffic and brand presence (most malls had a retail Lego store, but not all).