Lego briefed us to be their concepting partners for their new toy development. A small spinning platform that allowed Lego figures to spin and fight. It generated a new way to play with the classic building blocks and its figures.
We concepted hundreds of ideas ranging from product to storyline. Probably the most interesting part was to dive in the development of the IP for the brand. Linking new product ideas into a full developed and intericated story inspired in medieval Japan.
That's how Ninjago was born.
Today Ninjago's IP is one of the most successful toy franchises in the world.