Time to Gift the Superpower of Play – and new LEGO® Holiday Icon, Cataclaws, is here to help!
November 5th 2024 – Billund, Denmark: The LEGO Group has today launched its global holiday campaign, introducing a new icon for creative LEGO® play this festive season: Cataclaws. Born from the imagination of kids, this furry brick-built character was created to remind everyone that there’s nothing more important than playing together this Holiday.
The film tells the story of our playful disruptor as she embarks on an epic adventure to become a CAT-alyst for play, showing up in boring and disconnected periods of the holiday, transforming them into moments of joy and fun that bring families closer together.
Produced and developed by Our LEGO Agency, in partnership with the LEGO Global Brand Development team, Brazilian directing duo Alaska and production company New-Land, the hero film features more than 20 different LEGO products and unique builds, along with cameos from beloved famous characters as well as various mini Cataclaws builds hidden throughout. There are also a whole host of other firsts and surprises for LEGO fans to keep their eyes peeled for, including the chance for fans to build their own mini Cataclaws in LEGO stores through Make & Take opportunities.
The Cataclaws Christmas sweater is also available at stores with LEGO Minifigure Factories for fans who want to accessorize their Minifigure with a Cataclaws Christmas sweater this season. For fans eager to get their hands on Cataclaws’ beanie, here’s the building instructions.
“We’re delighted to bring Cataclaws to life and finally release her into the world,” said Nic Taylor, SVP and Head of Our LEGO Agency. “She represents the power of children’s innate creativity, reminding us all that there is no limit to where our imagination can take us when building with LEGO bricks and unlocking those special moments with family and friends through play.”
“We hope this campaign captures the joy of the holiday season, and the role that LEGO play can have in that” said Carlo Cavallone, VP of Creative at Our LEGO Agency. “With our partners Alaska and New-Land, we’re proud to have brought to life something that showcases our new feline friend and all the wonderful products on offer to help kids channel their creativity.”
Build a Heart for Children in Need of Play
The Holiday campaign coincides with the LEGO Group’s annual Build to Give initiative, kicking off from November 11th, which encourages everyone to help share the superpower of play with children who need it most by building a heart out of LEGO bricks and sharing it with the hashtag #BuildToGive.
For every heart built in LEGO Stores around the world or shared on social media or on LEGO Play app using #BuildToGive before December 31, the LEGO Group will donate a LEGO set to a child in need of play*. This holiday season, the initiative will gift the superpower of play to children in hospitals, children’s homes and vulnerable communities. The sets are distributed through the LEGO Group’s network of local charity partners worldwide, and the campaign has reached more than 9.1 million children since 2017.
Select LEGO Stores around the world will be hosting the annual Build to Give activity throughout November. Check LEGO.com/stores for information on local store Build to Give dates.
Festive LEGO Builds - in LEGO Stores and on LEGO.com
Alongside the holiday film and 360 campaign activations including 3D digital OOH, social media and broadcast, the LEGO Group will be unleashing a playful holiday for fans this festive season through a number of LEGO store activations across the globe**, including everything from a chance to win private in-store LEGO Brickmas Parties, to showing off your creative superpowers by reimagining Santa’s Sleigh and having it built into a large-scale LEGO model.
In select LEGO Stores, you can also build festive minifigures in our Build a Minifigure tower. Choose from accessories including surfboard Santa, present and festive jumper girl. Many new colours, exclusive decorations and new festive design elements have been added to the LEGO Minifigure Factory ready for fans to play with - including Cataclaws!
You will also find new festive elements in the Pick-A-Brick wall, including a number of animals – which make great stocking fillers. Visit www.LEGO.com/stores to find out more.
On www.LEGO.com/holiday you can download building instructions to make five different festive cats or a festive stocking and then order the pieces from our online Pick-A Brick.
Notes to Editors
For more information, please contact: media@LEGO.com.
Campaign Credits
Alero Akuya, VP, Global Brand Development, The LEGO Group
Harry Burns, Senior Director, Global Brand Development, The LEGO Group
Jasmin Brennan, Senior Global Brand Manager, Global Brand Development, The LEGO Group
Ted Bainsfair, Global Brand Manager, Global Brand Development, The LEGO Group
Nic Taylor, Head of Our LEGO Agency, The LEGO Group
Carlo Cavallone, VP of Creative, Our LEGO Agency, The LEGO Group
Andy Grant, Creative Director, Our LEGO Agency, The LEGO Group
Guy Bingham, Creative Director, Our LEGO Agency, The LEGO Group
Paulina Embart, Head of Production, Our LEGO Agency, The LEGO Group
Zack MacDonald, Creative Freelancer, Our LEGO Agency, The LEGO Group
Nils-Petter Lovgren, Creative Freelancer, Our LEGO Agency, The LEGO Group
Thomas Borghus, Copywriter, Our LEGO Agency, The LEGO Group
Mai Winter, Art Director, Our LEGO Agency, The LEGO Group
Julie Kock, Art Director, Our LEGO Agency, The LEGO Group
Elaine Lee, Senior Producer, Our LEGO Agency, The LEGO Group
Dan Worrell, Global Masterbrand Business Director, Our LEGO Agency, The LEGO Group
Rebecca Price, Global Masterbrand Strategy Director, Our LEGO Agency, The LEGO Group
Mani Sian, Comms Strategist, Our LEGO Agency, The LEGO Group
Nat Williams, Comms Strategist, Our LEGO Agency, The LEGO Group
Sejal Jain, Snr Comms Partner, Our LEGO Agency, The LEGO Group
Samantha Pearson, Project Manager, Our LEGO Agency, The LEGO Group
Heloise Augier, Project Manager, Our LEGO Agency, The LEGO Group
Josh Rocker, Producer, Our LEGO Agency, The LEGO Group
Kat Hartigan, Producer, Our LEGO Agency, The LEGO Group
Anas Sarraj, Associate Creative Director, Our LEGO Agency, The LEGO Group
Claus Kristensen, Senior Designer, Our LEGO Agency, The LEGO Group
*Note on Build to Give
In connection with the #BuildtoGive 2024 Holiday activation, the LEGO Group will donate one LEGO® set to charity for every LEGO heart that is built with LEGO bricks and shared on social media with #BuildtoGive.
Children under the age of 16 must obtain parent’s permission to post to social media. Total annual donation not to exceed 1,500,000 LEGO sets with a total value of 15,000,000 USD. LEGO, the LEGO logo and the Minifigure are trademarks and/or copyrights of the LEGO Group. ©2024 The LEGO Group.
**Market Activations
UK
Imagine having the LEGO Store all to yourself for a private Christmas party!
The LEGO Brickmas Party is coming to LEGO Stores in the UK and giving you the chance to bring your loved ones to your own private LEGO party.
You’ll be invited to explore the LEGO Store, take part in special Christmas activities and celebrate with your nearest and dearest. That’s not all… each of our winners, and their guests will take home an amazing goodie bag filled with a host of fantastic LEGO products just in time for the holidays! The competition opens on 13th November and find out more at LEGO.com/party.
Germany
In Germany, show us your creative ideas and win unique LEGO play moments, with ten lucky winners invited to the LEGO Store Munich to show their creative superpowers with LEGO brand ambassador Thomas Muller! To find out more and enter go to LEGO.de/Spielmomente.
Italy
This holiday season, the LEGO Italy will bring the superpower of play to children and Families across Italy, starting in Milan with the first 11 meters high LEGO(R) Christmas tree, vibrant lights, and a gospel choir. In addition, an immersive LEGO themed escape room and play areas await kids and adults at CityLife district. The journey continues in Florence with an interactive 3D digital experience. The last stops will be in Turin and Rome, where in collaboration with a popular street artist and a renowned actor, LEGO Italy will bring art, colour and fun to the streets and to LEGO Store. Finally, in these two cities and in Naples, LEGO branded trams will travel through the streets spreading the LEGO joy.
US and Canada
In select LEGO Retail stores across the US and Canada, customers can take part in the following activities; a Cataclaws Make & Take build, the LEGO Build to Give campaign, decorating your minifigure with special holiday-themed graphics including holiday jumpers/sweaters in the Minifigure Factory, build your own holiday-themed minifigure with exciting festive accessories, check out the festive elements in the Pick a Brick wall and get your holiday themed gift cards. Visit www.LEGO.com/stores to check which activities are happening and when in your local store.
ANZ
In Australia and New Zealand, children are invited to reimagine Santa’s Sleigh so that it is suitable for deliveries in a summer climate. Their creative drawings will then be brought to life through large-scale LEGO builds, and within a storybook created by iconic Australian author Sophie Beer. The sleighs will be on display at the LEGO Store in Sydney and during Auckland’s Farmer's Santa Parade. Kids can join the adventure through a digital and audiobook, as well as a mini-documentary that tells a cheerful tale of Christmas in the summer. In New Zealand, the storybook will also be translated and recorded in te reo Māori, making it a special first for The LEGO Group in Aotearoa!
India
Bringing joy via LEGO playgrounds in three major cities across India, the LEGO Group is teaming up with Hamleys to create unforgettable experiences for families this holiday season, sparking excitement and engagement across all their favourite passion points. Kids get to experience passion zones where they can build and play, as well as explore exclusive sets.
Singapore
From November to December, the LEGO Group will embark on The Quest to Save Christmas across three Singapore malls. Help Santa and his Elves find their missing presents and save Christmas. Families can work together to complete various activity stations and fill out their mission card, including guiding lost elves back to the right path and finding a secret item in the Christmas Village diorama. By successfully completing these holiday-themed challenges, families can earn an exclusive LEGO Christmas Micro-train (while stock lasts). It's time to unleash their superpowers and discover the joy of LEGO play! Specific quest dates and locations are as follows:
- Plaza Singapura (November 25th – 15th December)
- Westgate (16th – 29th December)
- Junction 8 (17th – 29th December)
Hong Kong & Taiwan
In Hong Kong and Taiwan, the festive spirit comes alive with our LEGO Build To Give Community Tour, spreading holiday cheer to children.
In Taiwan, our 'Gift the Superpower of Play' event at Hanshin Arena Shopping Plaza in Kaohsiung, allows families to immerse themselves in joyful experiences from December 6, 2024, to January 1, 2025!
Southeast Asia
The LEGO Group is bringing to life festive celebrations through exciting holiday events in key cities across Southeast Asia, by lighting up Indonesia, Thailand, Vietnam and the Philippines.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.
For more information: www.LEGO.com