Let's Build Something Awesome – Lego x Kohl's
When the team building a Kohl’s relationship with Lego heard I was free, they quickly invited me to build the story behind the collaboration. Like other projects before, I chose to focus on inclusiveness and cross-generational experiences – creating a clear pitch on how Kohl's could help Lego expand its base in our stores.
Co-Brand Manifesto
You started with a plan.
You imagined her first steps, her first word, her first Duplo construction. Her first bike ride, boyfriend, apartment, career. You were wide awake at night figuring it out, talking it through.
And then she was here. Every day became a surprise: sometimes exhausting, many times amazing. Sure, your plan was great, but the plan wasn’t just yours anymore ... she was going to have just as much a say as her mom and dad.
There was a day it all kind of clicked: You were sitting at the dining room table placing the last few bricks on step 29 of a LEGO airport. Suddenly, she started disassembling everything. You tried to talk her out of it, with a “Hon, why don’t we finish it first?” As her eyes widened, she scanned the pieces on the table and started building something completely different. And she intently explained what she was up to.
“How about if the plane could be a house? So the family could go anywhere they wanted together.”
You marveled at her big idea, even more than you marveled at the possibilities all those nights before she was born.
“Good idea! What if we put a kitchen above the wing?”
“YEAH ... But wait! Where will the elephant go?”
You started building together.
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At Kohl’s, we believe in finding your YES: the thing that inspires, excites, energizes and fulfills you. It’s not an easy thing: it takes courage and creativity to step outside your everyday blueprint and build beyond it.
The first step may be to follow the plan of the experts before you. But the next step is to break it apart and find your own way, to build your own YES.
LEGO lets kids explore and express their worlds in exactly this way. It’s one of the first and most rewarding creative systems a child will ever experience ... an early opportunity to both learn by example and to adventure beyond. It starts with familiar fantasies – pirates, wizards, intergalactic rebels, superheroes – but whatever you can dream is where LEGO will go.
It’s the reason LEGO is revered even by adults: We can all remember imagining our world through these little plastic bricks. And passing the experience on to the next generation is even more magical.
We learn to cooperate, to encourage, to say “Yes, and ...“, and to build on each other’s ideas.
By assembling LEGO creations together, we connect.