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HOT TAKE

Toys send messages to children. They aid in their development and understanding of the greater world. By offering a gateway to explore and imagine, toys allow kids to uniquely become themselves. However, without representation of every type of kid, is the message weakened?

 

With companies like Mattel diversifying their toy brands through identity, race, profession, gender and accessibility, a standard of inclusion across the industry should be adopted by all.

 

Children will now have an immersive experience to play and learn about themselves and others at Legotropolis.

my role

Conceptual Thinking and Strategy | User Research  |  Spatial Design and Research  |  UX/UI |  Experience Design and Strategy

2021 FUTURE LIONS ASK

Unlock kids' potential through LEGO play.

PROBLEM

Children don’t see themselves in their toys which limits their potential and view of the greater world.

The Setup
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My son is blind and I never wanted that to be an obstacle in his life. Finding games and toys that he could use were hard, but worthwhile.

— Lance, Dad of Three

It means so much to me to see a Barbie that isn’t one size fit all because in reality everyone is so different. I want my future kiddos to understand that one day.

— Kelly, Aunt of One

Wheelchairs are normal. That is what my daughter understands when she plays with her favorite doll, Cynthia, who has her own. 

— Palmer, Mom of Six

I want to be a doctor like Doc McStuffins.

— Mia, Kindergartener

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OPPORTUNITY

Take a renowned brand like LEGO who positions their users as the Builders of Tomorrow and expand what it means to build both intellectually and physically.

SOLUTION

Legotropolis, an immersive storytelling experience, takes users on a journey to save the city. By prompting them to design their own custom minifigure in their own likeness, users learn how their unique perspective is a building tool of its own.

Legotropolis will exist as a travelling exhibit where visitors are able to immerse in the world of the

LEGO-themed city.

 

This exhibit is crafted and modeled after children’s museums that champion an open floor plan, interactivity and hands-on learning. Although child-centered, this exhibit is open to LEGO enthusiasts of all ages and parents that accompany their children are also encouraged to participate.

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WHO THIS SERVES

To get into the mindset of visitors, we gathered research to create varying user personas with unique goals, needs and pain points. 

To get a better understanding,

click their photos to view their full personas. 

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HAVEN, 9

Haven is going to the LEGO exhibit with her Science Olympiad team.

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BRANDON, 6

Brandon has anticipated the arrival of the LEGO exhibit and is going with his mom.

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DANIELLE, 35

Danielle is taking her two children to the exhibit as a weekend excursion.

The Reveal
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To best follow through this immersive experience,

we will be navigating it through Brandon’s perspective.

1

ENTRANCE

Visitors will receive an RFID wristband upon entry to the exhibit. These wristbands contain electronic tags that track and collect data. This will be vital as visitors scan their wristband at every station to create their LEGO minifigure.

2

MAYOR’S ONBOARDING

As visitors enter Legotropolis, they are greeted by the city’s mayor who is in need of help. Speakers are also activated to announce the message when visitors are within six feet of the mayor.

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EXPLORING LEGOTROPOLIS

At each station of the exhibit, visitors will learn about the different people that inhabit Legotropolis and what they can learn from them to save the city from boredom. The stations serve as a teaching point to understand different types of bodies and their importance. As visitors navigate the exhibit, they will be virtually creating their own LEGO minifigure to have as a keepsake from their mission.

Visitors scan their faces and become “LEGOized” which means all skin colors and skin conditions are generated on the head of the minifigure.

Visitors are offered a selection of hair types ranging from 1 to 4c, along with head covering options.

Visitors are offered a variety of accessibility options that consider all ways that they might navigate through the world.