LEGO® Australia | LEGO® Star Wars SMART Play™ Launch
LEGO® connected digital discovery with hands-on in-store play to convert Star Wars SMART Play interest into new BIG W buyers.
total sales growth
demo-store sales uplift
customer growth
The Background & Objectives
To cut-through the noise of toy releases in peak School Holiday season, LEGO translated their Star Wars Smart Play narrative into a seamless omnichannel takeover at BIG W across school holidays and 'May the 4th'.
With 68% of families researching toys online prior to purchasing in-store, the objectives were to build excitement across key buying moments, make the product easy to understand through hands-on experience, and recruit new buyers.
The Solution
LEGO® built a full-funnel omnichannel campaign across BIG W, creating early online demand through high-impact media and seamlessly connecting digital research to interactive physical store experiences.
Build Interest Early
Deployed 3D retail Out of Home screens, targeted eDMs, and digital media to build awareness and demand ahead of school holidays and 'May the 4th'.
Try Before You Buy
Executed live product demonstrations and immersive arches across 50 BIG W stores, allowing families to build, test, and experience SMART Play firsthand before purchase.
A Connected Journey
Synchronised digital takeovers and online search with bespoke in-store POS, carried a unified brand creative concept from initial pre-shop research through to active purchase.
Together, we brought a whole new dimension of LEGO® play to Australia through 12+ media channels and more than 36 million omnichannel impressions, taking our partnership into hyperdrive and proving the Force was certainly with us on this one.
The Results
By connecting high-impact digital search and 3D Retail Media with live, hands-on product demonstrations across 50 stores, the activation successfully bridged digital research with physical play during the crucial school holiday and 'May the 4th' buying windows.
Crowned Best BIG W Omnichannel Campaign at the 2026 Campaign of the Year Awards, LEGO® Australia proved how experiential retail drives sales velocity:
Massive Sales Acceleration: Achieved a +110% total sales growth compared to the same time last year (STLY).
High-Impact In-Store Uplift: Generated a +459% sales uplift in demo stores versus matched controls, with 46 out of 51 demo stores outperforming control locations.
Significant Customer Expansion: Expanded total customer reach by +44% throughout the campaign period.
Customer Acquisition: Recruited 2,400 new-to-brand customers, who accounted for 31% of all range buyers.
