LEGO’s ‘Connect the Dots’ campaign encourages kids embrace their creative side


A look at how LEGO is popularizing LEGO Dots, an engaging way to encourage kids to express their creative talents with ease.

Leveraging the passion for the rapidly exploding DIY space and promoting creative self-expression, LEGO’s latest assortment in the LEGO DOTS range aims to inspire their target audience to hone a new form of creativity that can help you add your own personal touch and bring mundane, everyday objects to life!

LEGO forayed into India last year with an objective to instill a new wave of 21st century social & creative skills among children and help them discover where their true passions lie. The brand’s latest offering LEGO DOTS is targeted at children and adults who are passionate about DIY, Decor, and ART. The launch is supported by the rollout of a TVC which reflects the product’s various usages among its target audience delivering a thought that ‘The world is your canvas and DOTS are the medium!’

LEGO DOTS taps into the arts and crafts space by using a 2D tile-based play concept that offers children a creative canvas for self-expression. Based on multiple shapes and colourful tiles, it is supported by an exciting portfolio that ranges from wearables to room décor with surfaces designed for individual customization and self-expression.

As part of the launch campaign, LEGO DOTS was the associate sponsor of the TV show “Taare Zameen Par” on STAR Plus in December 2020 – a show centered around creativity and letting kids explore their passion for music.

The brand also collaborated with LBB (Little Black Book) for a LEGO DOTS DIY workshop hosted by Sumouli Dutta on 21st February and further will be seen harping onto the influencer marketing trend by roping in Mom bloggers like Simone Khambatta, Chhavi Mittal, Yuvika Abrol, and Roshni Chopra who will be CONNECTING the DOTS with their KIDS in the workshop and expressing themselves!

LEGO is also partnering with LBB to give a platform to budding artists and creators to unleash their imagination with DOTS. Participants in the LEGO DOTS CREATORS HUNT will be asked to use DOTS to bring everyday things to life in the most creative and imaginative ways possible. The campaign has been gratified as winners stand a chance to win cash prizes in addition to possibilities to collaborate with the brand.

Here’s what Bhavana Mandon, Brand Director for LEGO India, had to say about the latest offering from LEGO, “We’re extremely excited to introduce LEGO DOTS as new arts and crafts building concept giving children a creative canvas for social, self-expressive play with endless, ever-changing patterns, colours, and designs. LEGO DOTS is not only immensely fun but also something extraordinary in the way it establishes creative confidence. We can’t wait for our fans to explore and be inspired by!”

With the campaign, the brand has managed to translate what LEGO DOTS stands for.