LEGO

LEGO Ninjago

An interactive Ninjago Academy where children completed missions across sword-building, challenges & photo zones.

Client: LEGO
Type of work: B2C, Brand Activation, Experience Design, Toys
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

The Challenge

LEGO® tasked us with creating a large-format Ninjago activation at key malls across the country that would immerse children in the world of Spinjitzu through structured play, themed challenges, and a guided journey across multiple interactive zones.

The experience needed to be visually striking, operationally smooth, and engaging for a wide range of ages, driving foot traffic, repeat participation, and strong brand visibility.

The solution

We designed and built a multi-zone Ninjago Academy, where kids completed themed missions across stations such as sword-building, endurance challenges, dragon-spotting, obstacle courses, and a dedicated photo zone.

The experience included custom dojo-inspired builds, branded archways, interactive games, trained brand ambassadors, and a full operational flow. The activation attracted thousands of visitors and delivered a high-energy, story-driven experience that brought the Ninjago universe to life.