The Problem
The wizarding world was still magical — but it had become passive.
Older girls didn’t see themselves in it. Boys weren’t building with it.
Fans were watching a great story unfold, but they weren’t stepping into it themselves.
The magic was out there — not in them.
The Insight
What makes LEGO different isn’t just the sets.
It’s the power to tell your own story — to rebuild the world your way.
It’s the power to tell your own story — to rebuild the world your way.
The Story We Told
So we flipped the script.
Instead of inviting kids to replay Harry Potter’s journey, we invited them to become the story.
Instead of inviting kids to replay Harry Potter’s journey, we invited them to become the story.
We launched “The Magic Is You”, a brand platform designed to awaken creativity and spark self-expression through the LEGO Harry Potter universe.
The campaign unfolded in three storytelling acts:
1. Ignite the Magic:
We built anticipation and curiosity — teasing something new for Harry Potter fans, old and new. A whisper of change. A spark of wonder.
2. Step Into the Story:
We invited kids to enter the magical world not as spectators, but as co-creators. With LEGO as their wand, they could reshape Hogwarts, invent their own spells, or even imagine a new ending.
3. Celebrate the Creators:
Finally, we turned the spotlight on them. Through shared stories, playful content, and global community engagement, we celebrated the kids who didn’t just believe in magic — they built it.
This wasn’t just a campaign. It was a redefinition: LEGO Harry Potter isn’t about watching magic happen — it’s about realizing you are the magic.
The Outcome
“The Magic Is You” shifted the role of LEGO Harry Potter from product to platform — from storytelling for fans to storytelling by fans. Kids engaged more deeply with the brand, feeling seen not just as players in the world, but as architects of it.
And across the board, kids rediscovered what makes LEGO truly magical: the power to imagine, create, and rebuild the world as they see it.
And across the board, kids rediscovered what makes LEGO truly magical: the power to imagine, create, and rebuild the world as they see it.
We didn’t just bring kids into the world of Harry Potter.
We reminded them the most powerful magic is the one they bring with them.
We reminded them the most powerful magic is the one they bring with them.
Our LEGO Agency (OLA)
Creative Lead: Martin Coppola.
Art Director: Melissa Frey.
Copywriter: Paul Truman.
Production: Ashley Baker.
Strategist: Kate Murphy
Comms Strategist: Sendy Atenda
Global Communication Partner: James Sandberg Worsdall
Sr. Marketing Manager: Kerstin Bannert
Production House: Holy Ravioli
Director: Fredrik Callinggard