LEGO holiday campaign for 2024 embraces viral LEGO Ideas set

The LEGO Group’s holiday campaign for 2024 embraces a build from one of the most surprisingly popular sets all year, debuting Cataclaws.

Seemingly inspired by the sudden popularity of 21349 Tuxedo Cat earlier this year, the LEGO Group’s holiday campaign for 2024 features a black and white cat as the mascot, aptly named Cataclaws. The campaign’s main advert is produced and developed by Our LEGO Agency, in partnership with the LEGO Global Brand Development team and Brazilian directing duo Alaska and production company New-Land.

The pun-filled advert features the feline figure at the centre of the campaign and their build is distinctly different from the LEGO Ideas set. Still, the similarities are unavoidable and it wouldn’t be surprising to learn that the cat campaign was fueled by the popularity of Damian Andres’ project-turned-set.

https://youtu.be/FFfE0Z7YT18

“We’re delighted to bring Cataclaws to life and finally release her into the world,” said Nic Taylor, senior vice president and head of Our LEGO Agency. “She represents the power of children’s innate creativity, reminding us all that there is no limit to where our imagination can take us when building with LEGO bricks and unlocking those special moments with family and friends through play.”

“We hope this campaign captures the joy of the holiday season, and the role that LEGO play can have in that” said Carlo Cavallone, vice president of Creative at Our LEGO Agency. “With our partners Alaska and New-Land, we’re proud to have brought to life something that showcases our new feline friend and all the wonderful products on offer to help kids channel their creativity.”

As usual, the advert is filled with official LEGO sets from Frozen to Wednesday and even 76919 2023 McLaren Formula 1 Car, possibly teasing next year’s Formula 1 collaboration.

Alongside the debut of the advert, Cataclaws will be making the rounds to LEGO stores worldwide via Make and Take events, minifigure jumper torso prints in Minifigure Factory stations and likely some seasonal decorations as we get closer to Christmas. In the meantime, the LEGO Group has shared the instructions for Cataclaws’ beanie hat.

As has been the case annually for quite a few years, the start of the new Cataclaws holiday campaign coincides with the start of the Build to Give initiative, encouraging everyone to share a brick-built heart online with the #BuildtoGive hashtag or build one in LEGO stores during November.

For every heart built or shared online before December 31, the LEGO Group will donate a LEGO set to a child in need of play. The annual campaign has reached more than 9.1 million children since 2017.

Rounding out the festive announcements alongside the campaign, the LEGO Group also shared that several LEGO store activations will be held worldwide in participating stores. These will include a chance to win private in-store LEGO Brickmas Parties, reimagining Santa’s Sleigh and having it built into a huge LEGO model. The LEGO Group also confirmed the festive Build a Minifigure assortment that is available in stores now alongside some seasonal Pick a Brick wall additions.

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