CASE STUDY

The LEGO® Brand Takes Over Roblox

Giving Millions of Young Players Fresh Ways to Build, Imagine, and Play

#1

Entertainment Brand/IP on Roblox

2.4B+

Brand Engagements

1B+

Minutes of Brand Engagement

676M+

Gameplay Sessions

Client Challenge

As the next generation of kids spends most of their time immersed in UGC-driven gaming platforms, how can one of the world’s biggest toy brands effectively engage them?

Campaign Objective

Position the LEGO® brand on Roblox as a natural extension of the worlds Gen Z and Gen Alpha already love, while driving deep, quality engagement through shared values and interactive play.

Execution

Aiming to reach millions of players, the LEGO Group partnered with Gamefam, the leading immersive gaming and media company for Gen Z & Alpha communities, to launch the biggest cross-game campaign ever on Roblox.

Launched in multiple stages throughout 2025, the campaign integrated the LEGO® brand in some of the biggest games on Roblox, including titles like Blade Ball, Fisch, Sonic Speed Simulator (for a special LEGO x Sonic crossover), and more. Gamefam introduced custom themed maps and elements in these games’ worlds, dedicated quests, and exclusive rewards.

Each integration focused on the game’s theme, demonstrating an authentic approach to engaging players where they already are.