LEGO Fortnite
Open the game- Brand
- LEGO
- Year
- 2023
- Objective
- Awareness
- Industry
- Other
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
Objective
LEGO sought to reach hundreds of millions of players on Fortnite—a platform with massive engagement among children and families—to reinforce its positioning around creative building and play. By launching during peak holiday gaming season (December 2023), LEGO aimed to expand its digital footprint and compete with gaming platforms like Roblox and Minecraft while introducing its brand to a younger, already-engaged audience.
Solution
LEGO Fortnite launched December 7, 2023, as a dedicated survival-crafting game mode within Fortnite, separate from the competitive Battle Royale. Players explore vast open worlds (20x larger than Battle Royale maps) populated with approximately 10,000 virtual LEGO bricks, focusing on construction and exploration rather than combat. The mode integrates LEGO Insiders accounts with Epic Games accounts. Marketing included a Las Vegas Sphere takeover and physical LEGO Llama installations in cities like London's Covent Garden. The collaboration positioned future commerce opportunities: players could see physical LEGO sets manufactured based on their in-game creations.
Results
YouGov BrandIndex data confirmed that LEGO's Net Buzz score increased from 5.5 to 8.3 between December 6–17, 2023, following the partnership announcement, while Quality perception rose by 3.1 points from 12.5 to 15.6.
