With LEGO Star Wars SMART Play™, the galaxy genuinely plays back. Fans aren’t just building the action, they’re in it. Such an important launch needed some exciting activations to bring it to life, so we helped LEGO mark launch day with a takeover of its flagship Leicester Square store, complete with a visit from a legion of stormtroopers.
We then put the sets to the test with an epic head-to-head battle, reuniting Joe Marler and Mark Bonnar for a series of LEGO Star Wars Smart Play™ challenges. Competing alongside mini versions of themselves, Joe and Mark were required to think like Jedis, showcasing lightning-fast reactions, tactical thinking, balance, control and the ability to stay calm under pressure.
Each of the challenges proved a great way to showcase the sets – and the LEGO Smart Play technology that responds instantly to every movement. The LEGO Smart Play: Darth Vader’s TIE Fighter and Lego Smart Play: Luke’s Red Five X-Wing sets were required to navigate a series of obstacles, whilst Joe and Mark faced off in a lightsaber-style battle using their own LEGO smart minifigures.
The series of challenges were hosted on the LEGO Group YouTube page and received thousands of views, whilst Joe and Mark also shared the content on their own social channels.