How we created a TikTok-native personality that became one of LEGO's fastest-growing global platforms.
Meet LEGO’s first foray into TikTok
To launch LEGO’s official, multi-year F1 partnership, the brand needed to show up where F1’s young audience was - somewhere it had never officially played before: TikTok. And to succeed there, LEGO couldn’t simply adapt its existing partnership approach. It needed an entirely new behaviour.
So we created the LEGO Minifig Megafan: a global, social-first character that embodied LEGO’s builder mentality through the lens of fan obsession. We developed TikTok-native personality guidelines so that everyone understood how our Megafan behaved. Then we unleashed him onto the F1, attending Grands Prix all around the world, interacting with fans, and leaning into social trends. In doing so, we transformed LEGO from a brand that tells stories through controlled, instruction-led outputs into one that participates in culture in real time.
Impact