LEGO Gaming wanted to bring a standout experiential presence to MCM Comic Con London x EGX. Showcasing their incredible depth of beloved IPs and giving Comic Con fans the chance to enjoy show exclusive opportunities.
LEGO Gaming wanted to bring a standout experiential presence to MCM Comic Con London x EGX. Showcasing their incredible depth of beloved IPs and giving Comic Con fans the chance to enjoy show exclusive opportunities.
At the heart of the activation was an exclusive UK-first gameplay experience with LEGO Batman: Legacy of the Dark Knight, giving attendees unprecedented early access to explore the latest title before its official release.
Star power came courtesy of Vikkstar from The Sidemen, who participated in meet and greets and went head-to-head with fans in one-to-one gaming challenges. The event’s live stage schedule featured compelling content throughout, from interactive Q&As to an exclusive interview with a LEGO designer—offering rare insights into the development and design philosophy behind LEGO’s gaming universe.
Hands-on creativity was encouraged through complimentary Make & Take sessions, where guests could build and keep their own LEGO creations, while a mystery mural community build fostered collaborative participation. Strategic retail integration via a Smyth’s pop-up store ensured seamless purchase pathways, complemented by engaging product displays and Instagram-worthy photo opportunities that extended the brand experience beyond the event itself.