LEGO SMART Play: a new in-store activation in mass retail
With LEGO® SMART Play, construction play enters a new dimension. The SMART Brick responds to movement and interacts with SMART Tags and SMART Minifigures. As a result, sounds and reactions bring each build to life and create a more interactive play experience.
However, an innovation like SMART Play needs to be experienced as much as explained. Simply placing the product on the shelf is no longer enough. Instead, the technology needs to be seen, tested and understood within moments.
The challenge is therefore twofold. First, the experience needs to create a ‘wow’ factor that captures families’ attention. Then, shoppers need to understand the technology and imagine using it themselves.
In this context, in-store activation in grocery retail becomes a strategic touchpoint. It connects discovery and consideration with the purchase decision.
Bringing specialist retail expertise into grocery stores
To support the launch, GLOBE creates a brand activation that challenges traditional in-store activation in grocery retail.
The idea is simple: bring the expertise and experience of specialist retail directly into grocery stores.
Therefore, dedicated LEGO® SMART Play shop-in-shops are deployed to create genuine discovery spaces. The innovation becomes instantly visible, while the products are brought to life through live demonstrations.
Moreover, human expertise is placed at the heart of the experience. Dedicated training is rolled out to ambassadors across France. As a result, teams gain a strong understanding of the LEGO® universe, the products and SMART Play technology.
On the shop floor, shoppers are then supported by specialist toy ambassadors. They explain the technology, demonstrate its features and answer questions. In this way, a potentially complex innovation becomes simple, playful and instantly accessible.
Turning demonstrations into experiences, and experiences into business
In store, SMART Play is not simply watched: it is experienced.
Shoppers are invited to handle the products and discover how the bricks, tags and minifigures interact. With every demonstration, the technology comes alive. Therefore, the product promise becomes tangible within seconds.
Moreover, this immersive approach goes far beyond a traditional product demonstration. The experience captures attention, while ambassador expertise makes the technology easier to understand. Product trial also helps shoppers imagine the experience at home.
In this way, the codes of specialist retail are brought directly into grocery stores. Expertise, advice, demonstration and product staging combine to create a richer shopper journey.
For LEGO®, the opportunity is also commercial. By connecting the shopper experience with the point of purchase, the activation brings engagement closer to conversion.
Ultimately, in-store activation in grocery retail turns the final metres of the shopper journey into a powerful business opportunity. Technology attracts, experience engages and expertise supports the purchase decision. The activation brings innovation to life while driving commercial performance.
