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LEGO® Pokémon
Amplify + The LEGO® Group bring a partnership with Pokémon to life in San Francisco …
Challenge
Amplify were challenged with bringing LEGO® Pokémon™ partnership to life for one of the world’s most passionate fan communities, transforming a product launch into an intuitive, immersive, and emotionally resonant play experience.
Insight + Strategy
For decades, fans have experienced Pokémon through screens, cards, and games. What they have always longed for is to cross the threshold—to step out of the audience and fully inhabit the world itself.
Solution
You’re The Trainer Now
The campaign idea was to turn the launch of LEGO® Pokémon™ into a physical Trainer journey, giving fans the chance to step inside the world they have watched, played, collected, and imagined for years.
Rather than simply showcasing the product, we created an experience where guests could choose, wake up, bond with, train, and battle alongside their own LEGO Pokémon. Each interaction helped land the Smart Play system in a way that felt intuitive, emotional, and true to the Pokémon universe.
The experience blurred the line between product demo, live play, retail moment, and immersive storytelling. It broke the format of a traditional launch by making the audience active participants in the story, not just spectators.
192M+
reach from earned media
32
pieces of media coverage
4,789
LEGO® Pokemon™ Trainers (inclusive of non-active participants)
6,476
LEGO® Pokemon™ Championship Trophies built in the Make & Take.
3,702
Guests photos with the Big Build Trio
15,000
LEGO® Pokemon™ Trophy SMART Tags distributed