LEGO® digital influencers

How can digital influencers connect with kids in meaningful ways?

Kids today expect more from digital spaces. They want voices that feel real, relatable, and emotionally meaningful. The LEGO Group wanted the digital characters (NPCs) on LEGO Play to feel like more than just scripted voices — to become role models kids could actually connect with.

At Peppy, we helped the team reimagine these digital characters as true influencers. Grounded in Social and Emotional Learning (SEL), we created a practical guide and creative toolkit that help writers shape authentic character voices, bring distinct personalities to life, and design interactions that nurture connection and digital well-being.