We partnered with Corus Entertainment to bring the LEGO City toy line to life on television, reaching the country’s largest kids’ audience.

Across Saturday morning programming on YTV, we developed and aired five original animated shorts featuring LEGO City characters reaching millions of kids.

Episode five in the series ended on a cliffhanger, and instead of writing the ending ourselves, we turned to the audience.

A call‑to‑action at the end of the film, echoed in-store, directed kids to a dedicated microsite to finish the story. Fans submitted ideas using bricks, drawings, photos, or text. Submissions poured in from across the country.

The winning entry was built into the sixth and final animated short, which aired on YTV for all to see. The finale turned a broadcast into a shared creative achievement, from broadcast to bricks back to broadcast.