LEGO has just released its latest campaign for the holiday season, introducing the brand's new holiday mascot, a festive feline friend brought to life by kids' imaginations.
Debuting in a new spot directed by Brazilian duo Alaska and production company New-Land, Cataclaws is a tuxedo cat built out of LEGO bricks that reminds children of the value of having fun and playing together.
The campaign was helmed by the brand's in-house agency, Our LEGO Agency, in partnership with the LEGO Global Brand Development team.
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In a press release, Our LEGO Agency SVP and Head Nic Taylor described the thought process behind the new character.
"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," she said.
Our LEGO Agency VP of Creative Carlo Cavallone chimed in to highlight the campaign's aim of capturing the essence of the holidays.
The 360 campaign will run across digital OOH, social media, and broadcast.
Giving Back
The effort also coincides with the LEGO Group's Build to Give initiative.
Beginning November 11, the annual program encourages fans to build a heart out of LEGO bricks and share it on social media with the hashtag #BuildToGive.
For each heart shared on social media or the LEGO Play app and created in physical LEGO stores around the world, the LEGO Group will donate a LEGO set to a child in need of play.
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This year, the initiative will focus on children in children's homes, hospitals, and vulnerable communities. Sets will be distributed through the LEGO Group's global network of local charity partners.
Since 2017, the campaign has helped over 9 million children.
Additionally, LEGO is hosting activations in LEGO stores around the world. This includes chances to win private in-store LEGO Brickmas Parties, as well as the opportunity to redesign Santa's Sleigh and have it built as a large-scale LEGO model.
The LEGO store's famous Build a Minifigure tower will also be stocked with exclusive festive minifigure parts, like the Cataclaws Christmas sweater.
LEGO's commitment to helping disenfranchised children underscores the brand's belief in the value of play.
By constantly creating programs that align with the brand's purpose, LEGO is able to create a real impact and solidify its status as a kid-forward brand.
"With Cataclaws, LEGO has really nailed what makes the holiday season special — creativity, family time, and pure fun.
It’s more than just a cute mascot; Cataclaws taps into that festive energy we all crave this time of year.
I think it’s a brilliant way to encourage kids to not only play but to build and imagine, tying it into their #BuildToGive initiative that gives back to the community.
It’s refreshing to see a brand combine fun with a real sense of purpose, making Cataclaws feel like the perfect ambassador for holiday cheer, generosity, and that classic LEGO spirit we all know and love," SmartSites Co-Founder Michael Melen commented on the campaign.
'It's Not a Cat, It's Cataclaws!'
The hero film features over 20 different LEGO products and unique builds, with special cameo appearances from beloved characters and a few mini Cataclaws builds.
It opens with a group of children working together to build a LEGO tuxedo cat as their parents desperately try to salvage a botched Christmas dinner in the kitchen.
When all hope seems lost, the kids come up to their parents with a finished LEGO model.
"It's not a cat, it's Cataclaws!" they say.
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Suddenly, a gigantic LEGO truck smashes into a nearby wall, flooding the house with bricks.
Teaching both parents and children how to have fun, Cataclaws runs out of the house and through the town, transforming regular objects into LEGO builds.
The rest of the spot sees the lovable mascot causing a bit of chaotic fun in the streets, bringing back play by helping everyone be more imaginative.
Last month, LEGO teamed up with McLaren Racing to build a life-sized Formula 1 race car out of LEGO bricks.
