LEGO® Botanicals: How an Iconic Toy Brand Became the World's Most Unexpected Florist

How an iconic toy brand became the world’s most unexpected florist and sparked a global conversation about meaningful connection in an age of disconnection. Valentine's Day, once the pinnacle of love, had become "cliché" and predictable, and missing much-needed meaningful connections. The LEGO Group set out to bloom fresh energy into the occasion with Le Florist, a mobile flower truck touring cities worldwide, and immersive LEGO botanical gardens. We proved that relationships, like LEGO® sets, are built piece by piece. And the most beautiful ones are built to last forever. 9.7 BILLION earned impressions globally 86 MARKETS reached worldwide +50% increase in global Google Shopping trends for the LEGO Botanicals collection LEGO flowers became the #1 searched Valentine's flower in the US (Google Trends) Zero breakups that we know of...