Lego® TechnicTM
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Defender
From Showroom to Playroom: The LEGO® Defender Launch
When Land Rover unveiled the all-new Defender at the Frankfurt Motor Show, a world-first partnership with LEGO® Technic™ commenced. The launch featured a 2,573-piece LEGO Technic model which was revealed alongside the vehicle itself. The partnership combined the boundless creativity of LEGO with New Defender’s instantly recognisable silhouette and unrivalled capability.
The Approach
At GTL, we supported a launch that went beyond just a product to create a cultural moment. By aligning the world premiere of the new Land Rover Defender with the reveal of its LEGO® Technic™ model, it built a story that blended engineering, innovation, and play.
Through meticulous planning and seamless execution, this ensured that the Land Rover Defender launch resonated far beyond the Frankfurt Motor Show.
The Outcome
This approach generated global media attention, drove consumer excitement, and turned the LEGO® Technic™ Defender into the top-performing model in its category, breaking sales records and setting a new benchmark for collaborative launches.
The success of this project proved that when done right, brand partnerships can inspire imagination, and deliver record-breaking business results.
The Legacy
This collaborative launch demonstrated the immense power of licensing to drive storytelling, spark consumer excitement, and create long-term commercial value.
The partnership between Defender and LEGO® Technic™ created a unique moment, engaging audiences across the automotive and toy industries alike.
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