We launched the LEGO Trademark Campaign to help educate Chinese shoppers on always checking for the LEGO wordmark when buying LEGO bricks. Reviving the iconic character, LEGO Detective who headlined this campaign in 2020 successfully with a brand new LEGO City-based storyline full of action and LEGO humor.
Borrowing the tropes of an action film, the campaign follows the LEGO Detective through high-speed chases, dramatic zoom-ins, and tongue-in-cheek showdowns—all built in LEGO City—to deliver a simple message with cinematic flair: always check for the LEGO wordmark when you buy LEGO bricks.
