IPG Mediabrand agency Initiative currently handles media buying and planning.
The toy production company has teamed up with Bafta Masterclass, Universal Music Group and fashion designer Grace Chen.
Film based on insight that 84% of children wish they had more playtime.
The immersive Monopoly game, located on Tottenham Court Road, is part of a focus on location-based activity
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.