To promote the holiday campaign, a huge LEGO Santa Yoda was constructed in San Francisco.

LEGO is inviting people to spread some holiday cheer by sending a virtual Star Wars greeting card to friends or family. For each greeting shared on its site up to December 24th, LEGO will donate one new toy to the U.S. Marine Corp' Toys for Tots program, up to a maximum of one million toys. Michael McNally, brand relations director at LEGO, said:

Inspired by the collectible Santa Yoda minifigure found in our LEGO Star Wars Advent Calendar, we're excited to encourage anyone who loves the LEGO or Star Wars brands to spread holiday cheer for such a timely and deserving organization. There's no doubt that the LEGO and Star Wars communities will be energized to help give back, especially with the fun, one-of-a-kind video greetings we've developed that feature the characters and humor that they anticipate and enjoy.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in