Lego teams up with Picturehouse for experiential push

The brand is promoting its Lego City range with a wide-ranging partnership with Picturehouse’s Cinema Kids’ Club

Nicola Kemp

Editorial Director Creativebrief


The Lego Group has teamed up with Picturehouse Cinema’s Kids Club to promote its Lego City sets.

The campaign, which centres around a 30-second creative in family films, as well as a dedicated ident that will raise awareness of the fact that Lego City is the ‘Proud Sponsor of Kids Club’. The sponsorship ident features the tagline: ‘Build Their Love of Cinema’.

The sponsorship will run across all Picturehouse Family screenings, to promote the partnership and Kids’ club screenings.

The wide ranging partnership will also include immersive activations in the foyers of select cinemas throughout April and October. Children will be invited to build their own movie poster of a scene from their favourite film with Lego bricks. Participants will be able to take away printed pictures of their Lego film scenes and share them on social media using the hashtag #BuildWithPicturehouse. The top four submissions will be chosen at random each month, with winners receiving a Lego City playset bundle.  

The campaign also includes branding on Picturehouse’s website, a co-branded Lego City content hub, promotion across Picturehouse’s newsletter and social channels and co-branding presence on digital Out of Home panels at Picturehouse’s digital sites.

The campaign is a powerful example of a brand adding value to consumers as the cost of living continues to bite. Tickets for Kids Club screenings are focused on value in a challenging economic climate, with price points starting at £3.30.

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Experiential Cinema