LEGO is all about imagination. So, we asked kids dream up the content we created. The LEGO City product line was developed to appeal to a younger audience. With the creation of the Lego Movie and other properties that use licensed heroes, Lego City lacked the same appeal for young fans.
To establish a story and characters kids could rally behind, we created Lego City Catch The Crook: an original five-part series for broadcast and online. The twist? Kids were in control and were invited to write their own ending to air on YTV during Saturday morning cartoons!
Using the full toy line we created 5 animated short films for Corus Entertainment that aired with Saturday morning cartoons on YTV. The fifth episode ended on a cliffhanger, inviting children to submit their own ending to solve the crime + catch the crook.
A CTA at the end of the film, as well as in-store, directed children to an accompanying microsite where they could use bricks, images, drawings, or writing to complete their story. The selected winner's submission was made into the sixth/final animated short and broadcasted on YTV for the world to see.