AKQA x Lego
In response to a fictional creative brief from AKQA, this project explores how LEGO can remain culturally relevant and top-of-mind in an era where physical play is being eclipsed by screens. Our team was tasked with crafting an innovative concept for the upcoming LEGO Harry Potter collection, specifically sets inspired by Diagon Alley, Hogsmeade, and other iconic wizarding locations.
Task
LEGO’s core business—physical playsets sold in retail stores—is being disrupted. Kids now spend more time on mobile devices than on the floor building with bricks. This shift in behavior threatens LEGO’s emotional and commercial connection with a new generation of fans.
The Opportunity
The launch of a new Harry Potter LEGO line provides the perfect opportunity to:
Rekindle engagement with young fans through a beloved franchise.
Reimagine how digital and physical play can work together.
Build a platform that drives awareness, interaction, and sales in new channels.
Objectives
Drive engagement and excitement for the new Harry Potter LEGO line.
Blend physical play with digital immersion in a meaningful way.
Increase relevance and brand love among digitally-native children and their parents.
Deliver tangible results in terms of reach, revenue, and retention.
Research & Insights
Digital-first generation: 8–12 year-olds are spending more than 4 hours/day on digital devices.
Parents still value “offline” time—they want toys that feel imaginative and screen-free.
Fandom culture is thriving: The Harry Potter universe has a multi-generational appeal and passionate community.
AR and gamified learning are rising trends among Gen Alpha.
| Primary #005CFF | ◯ | |
Electric Blue – Innovation & Trust
| Primary #00FF87 | ◯ | |
Neon Green – AI-powered energy
| Secondary #8A2BE2 | ◯ | |
Soft Purple – Creative depth
| Secondary #FF6F61 | ||
Sunset Coral – Warmth & Human Touch
Typeface
Inter
Usage
Headlines
Omneky’s typeface is simple, bold, easy for everyone to read, and instantly recognizable
Typeface
Inter
Usage
Headlines
Typeface
Inter
Usage
Headlines
- Invest time in understanding user needs through qualitative research.
- Prioritize technical feasibility early to align design with development capabilities.
- Use modular design systems to balance scalability with rapid iteration.
- Test iteratively with real users to ensure the final product meets their expectations.