client. LEGO®
brief. Star Wars Smart Play Launch | Retail, Experiential & Digital
role. senior art director
The Challenge
Launch LEGO® Smart Play technology within the Star Wars universe across retail and digital touchpoints, clearly demonstrating the new interactive play experience while scaling across formats.
The Idea
Make Smart Play impossible to miss and impossible not to try.
The Experience
Retail transformed into an immersive playground. Endcaps, in-aisle displays, and activation hubs featured demo boxes showcasing lights, sounds, and motion-triggered reactions. Iconic characters signaled a new era of interactive building, inviting hands-on discovery.
In select Target locations, modular setups flexed between single and dual IP layouts, including side-by-side Star Wars™ and Pokémon displays that created a continuous Smart Play journey.
The Galaxy Plays Back flagship activation traveled to top-performing stores, dropping kids into a cinematic backdrop for hero photo moments. Timed demos revealed how sets connect and evolve through shared play, while IP-approved Make-and-Take builds extended engagement beyond the store.
We didn’t just launch technology. We turned the aisle into an event.
End Cap e In-Aisle Smart Play
Clear design cues explain the Smart Play system at a glance. All-in-one SMART Brick sets on top, compatible expansions below.
The built-in LEDs and speakers bring lights and sounds to shelf, letting shoppers experience Smart Play firsthand.
In-Aisle Smart Play
This in-aisle placement uses a mixture of lighting, audio, and digital elements that brings the LEGO brand to life. Each section features unique assets tailored to each theme and purpose.
The Galaxy Plays Back Brand Activation
Entry Takeover
The wow keeps going. We extend the launch at the entrance, using hanging signage to flag the new sets and shrouded elements to trigger lights and sounds—signaling play the moment shoppers walk in.
Landing Page
A custom layout breaks from the Target norm to educate shoppers on a completely new way to play—clearly distinct from LEGO® Star Wars™ and other existing lines.
Homepage Takeover
A short, high-impact animation (3–4 seconds) takes over the homepage, teasing the new play system and driving shoppers straight to the product page with a clear CTA.
