THE LEGENDS OF NINJAGO
Lego had a very basic concept for their next mini figures theme. Owr job was to expand that core into an intellectual property and outline it's launch.
We came up with the name and the story, built the characters, designed product and added innovation, outlined a transmedia strategy, ideated a global launch campaign, and created new ways to enhance the playing experience.
(on- & offline interaction, ARGs, modifiable narratives, etc).
We developed any single detail around the characters. Each character had an specific strength, personality, skills and even a preference set of wepons.
In the Ninjago world every Ninja trains his own dragon to go to the battle field and help to build his power, while the bad Ninjas have their mechanical animals instead.
We had the personality and the skills of all the characters of the story, but we didn’t stop here. Where do they live? What are they fighting for?
The temples, the scenarios, the weapons, the different land and islands....
We created every single aspect of The legends of Ninjago world.
Build is the core of the Lego toys, but they came to us to help them to develope new ways of playing to enhance the experience. We created a mixed card game and batle field where kids would exchange weapons and habilities to empower their heros. Every character would have his card representation which would be used as a door to the online world. Using a computer and a camera, kids would be able to train, share and play. Opening a new world of posibilities where the construction toy and the fictional online story would converge.
i.e.: Kids would train their dragon and make them grow up in the online world; and witch just one click order the new pieces to upgrade the actual toy.