The LEGO Group, one of the world’s best-known toy manufacturers, partnered with Buzz Monkeys to kick off the Lego Americana Road Show at malls throughout the country. First stop was at the Lego store in Wisconsin, located in Mayfair Mall. Buzz Monkeys developed a public relations program designed to generate enthusiasm among families with small children.
Wanting to lead with a visually impressive and buzzworthy event, we hired a “Master LEGO Builder” to construct an 8-foot tall model of SpongeBob SquarePants completely out of LEGO bricks. The unique building event was held in the mall’s Center Court where it generated attention from children and their parents visiting the mall. In addition, media through the country covered the road show and was