LEGO® Star Wars – May the 4th be with you
Ahead of the galaxy’s biggest fan celebration, May the 4th, we partnered with LEGO® Middle East to launch an influencer-led campaign that sparked imagination, brand loyalty and lightsaber-worthy levels of buzz.
In celebration of a brand-new LEGO Star Wars set reveal, and with a major in-store activation at the Mall of the Emirates on the horizon, we enlisted 15 influencers from across the region – from die-hard AFOLs and content creators to gamers and trusted parenting voices – to rally their communities and help bring the Force to life.
LEGO® Star Wars is more than just a toy, it’s a storytelling universe that connects fans across ages through creativity, nostalgia and epic adventure. So, to build momentum in the run-up to the May the 4th activation, we seeded a mix of existing LEGO® Star Wars sets to each influencer, encouraging them to choose their allegiance – light side or dark side – and showcase their builds in ways that felt playful, authentic and highly shareable.