Christmas

Invite families to build a new surprise micro‑model together each day for 12 days using a single affordable set, with daily prompts revealed online and in stores.

Newsjack angle: Create a downloadable 12‑day build calendar with daily reveal videos and simple brick‑by‑brick guides, then brief consumer editors and family TV shows to join the build‑along live.

Why: It plugs straight into Advent habits and gives screen‑free, participatory moments parents can do with kids during the holidays.

Share the single minute on Christmas Day when Lego building surges the most, based on post‑purchase app activations or instruction downloads.

Data to investigate: Analyse your app activation timestamps or digital instruction download logs from 24–26 December to pinpoint the exact peak minute and how it’s shifted year to year.

Why: One precise stat about when families actually start building is quirky, visual and highly coverable in holiday trends pieces.

Have a Lego play expert argue that the best Christmas gift is 30 minutes of undistracted co‑building, and explain how to set up a stress‑free “build date.”

Expert comment angle: Offer your head of play design to family and lifestyle desks with a clear POV: “The most valuable gift is your attention — here’s a 3‑step Christmas build ritual any parent can do.”

Why: A contrarian, human message cuts through gift guides and positions Lego as a champion of connection, not consumption.