Do you want to become a LEGO® MOVIE MAKER?
The set to create your own LEGO movies inspired by
THE LEGO® MOVIE 2™
In 2018 I joined THE LEGO® MOVIE 2™ team to dirve the design the physical/digital interaction for the set 70820 LEGO Movie Maker. It’s a unique type of product offering consumers the ability to build his own film studio stage to make their own movies in the universe of The LEGO Movie.
The design ambitions for this product were established beyond the traditional build and play LEGO® experience. With the ambition to empower creativity by offering the consumer a tool that inspires storytelling, with a selection of curated digital and physical components full of personality to acts as trigger story hooks. The set provided exclusive minifigures of the main characters and small models to use them alongside the included backdrop and accessories in combination with an app to make your own films.
Our consumer qualitative research and test proved the Movie maker set had extremely strong storytelling and social play components, the selection of elements, charismatic characters, cute details, and the overall set display invited kids into shared play almost immediately, triggering story creation.
The set performed really well in all the majors markets but it was on the digital space were all the expectations were overrun by the high level of app engagement. Not only with users owning the set, but also with children owning other LEGO® sets. Data showed really outstanding levels of storytelling engagement by frequency of use, session length and number of movie submissions that were using content from all the LEGO® portfolio, proving the experience was a successful activator of the entire portfolio.
The Movie Maker set was awarded as Hero Toy of the Year by industry experts and the British Toy & Hobby Association at the London Toy Fair 2019. The Toy Fair’s Hero Toys celebrates the most exciting and innovative products launched at the Toy Fair, all entries are judged for their innovative qualities and the benefits children get from play.
You can enjoy some video reviews about the set by LEGO® fans here, here and here.
If you want to know more about THE LEGO® MOVIE 2™ Movie Maker watch some of the training videos, like this one
Company. LEGO System A/S
Product: THE LEGO® MOVIE 2™ Movie Maker
Team: The LEGO® MOVIE 2 Team at LEGO Product Groups