The holidays, once a haven of joy, have become a stressful pressure cooker of perfection and tradition. Adults, burdened by curated feasts and picture-perfect memories, have lost sight of the true spirit: genuine connection. Recognizing this cultural chokehold, we ignited a playful rebellion, empowering children and their superpower of play to dismantle the tyranny of ‘perfect’. From their imaginative play, Cataclaws our new LEGO Holiday icon emerged! She embodies the untamed spirit of feline mischief, amplified to legendary proportions, a vibrant reminder that LEGO play sparks true human connection. A playful disruptor to all the traditions of the holiday period.

Our Global hero film tells the story of Cataclaws, our playful disruptor as she embarks on an epic adventure to become a Cat-alyst for play, showing up in boring and disconnected periods of the holiday, transforming them into moments of joy and fun that bring families closer together.

Directed by Brazilian duo Alaska and production company New-Land, the hero film features more than 20 different LEGO products and unique builds, along with cameos from beloved famous characters as well as various mini Cataclaws builds hidden throughout. There are also a whole host of other firsts and surprises for LEGO fans to keep their eyes peeled for.

In store we brought Cataclaws to the window displays and gave fans the opportunity to build their own mini Cataclaws through Make & Take opportunities.

We also created a Cataclaws Christmas sweater that was also available in stores with LEGO Minifigure Factories for fans who want to accessorize their Minifigure with a Cataclaws Christmas sweater this season.

And for fans eager to turn their LEGO Tuxedo cat or even real cats into their own Cataclaws, we also created LEGO beanie building instructions here.

We also had Cataclaws bring the play in different cities with Anamorphic OOH.

And we accessorised our iconic Minifigure outside our LEGO Campus HQ in Billund with a Cataclaws Christmas sweater.

So move over Santa there’s a new cat in town.

Agency: Our LEGO Agency, The Lego Group

Role: Global Creative Director - Brand