# Touchless Toy-Building Campaigns LEGO's Rebuild the World Lets Kids Gesture to Play on Billboards By Laura McQuarrie | Published 2020-10-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rebuild-the-world References: [campaignlive](https://www.campaignlive.co.uk/article/lego-hosts-out-of-home-building-experience/1698300) Just as people are leaning on touchless technology more than ever in their daily lives, brands are introducing totally touchless campaigns like Rebuild the World by [LEGO](https://www.trendhunter.com/trends/lego2). The iconic toy brand created an [outdoor experience in London](https://www.trendhunter.com/trends/outdoor-advertising-campaign) aimed at kids that lets them use hand gestures to move bricks on billboards. Thanks to Ultraleap technology, people are said to be able to feel the shapes of the bricks in mid-air and move, rotate and stack virtual LEGO bricks. The [Ocean Outdoor](https://www.trendhunter.com/trends/piccadilly-lights-1) digital billboard with haptic technology was set up at Westfield London over a weekend and LEGO claims to be the first company in the UK to put this innovative technology to use. Going into the holiday season, a time when kids won't be able to touch and feel toys in-store as usual, alternative experiences are being created. Image Credit: LEGO ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 84% | Activity: 86% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Touchless Technology in Campaigns:** Brands are leveraging touchless technology to create interactive and engaging experiences that appeal to modern consumers. - **Haptic Technology for Enhanced Interactions:** Technologies like haptic feedback enable users to interact with virtual objects in a more immersive and tactile way. - **Alternative Experiences in Retail:** As traditional retail experiences are limited, innovative brands are finding new ways to engage consumers through novel and interactive experiences. ### Who This Affects Most - **Toy Manufacturing:** Toy manufacturers can incorporate touchless technology and haptic feedback into their products to provide unique and engaging experiences for children. - **Digital Advertising:** Touchless campaigns using technologies like haptic billboards offer new avenues for brands to capture consumer attention and create memorable advertising experiences. - **Retail and Consumer Goods:** Retailers can explore alternative experiences and interactive displays to provide customers with hands-on engagement with products, even in a touchless environment. ## Related on Trend Hunter - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md) - [Sensor-Driven Play Blocks](https://www.trendhunter.com/trends/lego-smart-bricks.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Family-Friendly Interactive Museums](https://www.trendhunter.com/trends/superpower-studios.md) - [Interactive Play Experiences](https://www.trendhunter.com/trends/superpower-academy.md) - [Engaging Isolation-Combatting Pop-Ups](https://www.trendhunter.com/trends/flower-trucks.md) - [Playful Expression Campaigns](https://www.trendhunter.com/trends/build-big-feelings.md) - [Lego-Centric Apps](https://www.trendhunter.com/trends/brick-my-world.md)