The global initiative aims to bring LOL Dolls to life in a co-play experience on the popular kids gaming platform.
Children can produce and star in videos alongside Lego characters.
Being inclusive aligns with the brand, Lego's head of marketing said.
Brand will be raising money for charity Make-A-Wish.
Work is collaboration between BETC Paris and The Lego Agency.
The toy brand returns to video advertising with its first spot since 2015, appealing to parents in search of positive
This Pokéfan has amassed 17,127 items of memorabilia from the anime series and now holds the Guinness World Record for
"The husband and wife team is the voice, so we wouldn't pawn that out to somebody else," Kenny Davis says.
Michelle Chidoni, VP of global comms for Mattel, explained that Barbie has always had a conversation at an adult level