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Lego has given a group of children some creative control of its holiday campaign, leading to the development of an unusual gift-sharing vehicle that would eventually transport pop superstar Katy Perry on top.
The narrative of this latest part of the “Build to Give” campaign highlights the message that play is the best way to bring people together. To do this, the 90-year-old toy brand had the kids construct a unique vehicle—built out of Lego bricks, a space shuttle and a giraffe—to be featured in the 60-second hero film.