Building a Fanbase

from Art Department Weekly | Issue 82 Vol. 8

Boomtastic

Construction stations put the fun in attendees’ hands

Lego had two popular properties on their hands. Batman was such a breakout star of 2014’s The Lego Movie, he’s getting his own movie in 2017. And the most anticipated new toy line of 2015 was the DC Super Hero Girls, soon to be on store shelves with Lego versions. While the video display and banners signaled where the booth was, the oversized Batman and Superhero Girls made of Legos drew you in. Attendees were encourage to build up their super powers by contributing to a wall of Lego tiles. It was one giant building party.

Both Kal and Boom stopped the days they visited and built whatever they fancied rather than following the suggestions on the table. Looking at the wall, that seems to be how everyone approached the tile creations.

While they did watch the video board loop through previews of the upcoming movie and shows, I can’t say the booth made them feel like they needed to see either. After all, Boom was hunting minifigures for his dad that day and everyone was going to look at all the Lego sets in toy aisles for months to come. We didn’t need a booth to convince us. —MV