LEGO Life Magazine
LEGO Life Magazine
Can our comics teach without being cringe?
LEGO Life Magazine wanted their comic strip to send a strong learning message without ruining the fun. As the publication date coincided with Kindness Week, we focused on a topic that's emotional for kids: friends and friendship. Using a relatable scenario, our comic helped kids recognize and cope with tricky feelings.
Our Kindness Week comic strip appeared in the November 2023 issue of LEGO Life Magazine, reaching 1.8 million kids in 15 markets.
We made a meaningful message fun
Talking to kids about 'important' topics can make otherwise fun content boring or cringe-worthy, making it easy to ignore. You need a kid-friendly approach. That’s why LEGO asked us to collaborate.
We asked kids aged 6 to 9 about the ups and downs of friendship, giving us insight into their feelings and attitudes. That's how we learned that birthday parties are an emotional issue. Kids fear both that they won't be invited to friends' parties and that no one will attend theirs.
This insight helped us develop a creative concept that we knew would appeal to kids. We fleshed it out in a storyboard and script that we brought to life by working elbow-to-elbow with an illustrator.
