The LEGO Group has launched a regionally tailored campaign in the United Arab Emirates to mark Father’s Day, aiming to shift the focus from traditional gifting to shared moments of creativity. Titled “Build It With Him,” the campaign encourages families to celebrate the occasion through play and connection, using LEGO bricks as a meaningful medium for bonding.
Led by Publicis Middle East and MSL Middle East, the campaign was shaped by in-depth local research. Insights gathered revealed that while Father’s Day is officially recognised in the UAE, it often lacks cultural emphasis. Research among expat families and within Khaleeji households indicated that many fathers receive repetitive and impersonal gifts. A YouGov study cited in the campaign found that 75 percent of fathers in the UAE had received the same gift more than once, with common items including mugs and wallets. However, a quarter of respondents said their most meaningful gifts were handmade by their children.
This insight became the emotional foundation of the campaign. Rather than focusing on high-value purchases or grand gestures, the initiative positioned LEGO as a tool for creative expression and genuine family connection. The aim was to increase brand affinity by appealing to shared values rather than driving immediate sales.
Marketing materials featured visual reinterpretations of traditional Father’s Day gifts, rebuilt using LEGO bricks. These assets were distributed across digital platforms, in-store activations, and social media. A key activation took place at the LEGO Store in Mall of the Emirates, where visitors experienced the campaign firsthand.
Influencer marketing also played a role in extending the campaign’s reach. Content creators known for parenting and lifestyle content were selected for their alignment with LEGO’s brand values. They shared stories of building LEGO gifts with their children and reflecting on the emotional meaning behind Father’s Day.
The campaign targeted two main demographics: expat mothers aged 28 to 45, who are typically responsible for household gifting, and older expat children aged 16 to 25, who seek more personal and creative gifts. By addressing both groups, the campaign offered a broad appeal while remaining rooted in local customs and behaviours.
Launched ahead of Father’s Day on June 21 and aligned with World Play Day on June 11, “Build It With Him” goes beyond seasonal marketing. It reinforces LEGO’s message that the most lasting gifts are those created together and highlights the brand’s commitment to fostering meaningful, cross-generational experiences through play.
