BEcause appointed to create an experiential roadshow for LEGO®


We are pleased to announce that we have been appointed by LEGO®, the global toy brand, to mastermind a 9 month experiential roadshow. 


This roadshow will be centred around its new Legends of Chima range.

The new LEGO®: Legends of Chima™ property is set in a mythical land of magical animal tribes who compete for CHI, a valuable energy source which gives characters extraordinary powers.  The range will be brought to life through construction sets, buildable figures, board games, social content and digital gaming.

The experiential campaign will launch in March 2013 and will be live during school holidays and half terms until October.  The roadshow will visit various family locations including a two week stint over Easter at Chessington World of Adventures Resort, plus appearances at several major shopping centres and LEGOLAND® Windsor.

Over the course of the tour, children will be invited to take the Speedorz challenge, where they can race the Chima characters in their transport pods, culminating in a grand final back at Chessington at the end of the campaign to crown the Chima Champion.

The Chima Challenge Roadshow forms part of the largest marketing campaign ever created for a LEGO brand aimed predominantly at boys.  Media partnerships, TV and cinema advertising, digital activity, online games and in-store initiatives have been fully integrated to support the launch of this home-grown IP.  Other agencies involved in the wider marketing campaign for LEGO®: Legends of Chima™ include creative agency Dazzleship, media agency Carat and PR agency Norton & Co.

Alongside the Chima activity at selected locations, we have also been tasked with creating immersive stands for LEGO’s Friends and Duplo ranges.

Katie Penfold, Business Director at BEcause, comments:

“We’re really proud to be working with such a well-loved and established brand that embraces brand experience so passionately.  The Chima range is fueled by imagination and it has been great to get creative and devise an experience that is engaging, believable and that is ultimately all about play – because that is what it’s all about!”

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.