Treasure Hunters

A few of the alternate ideas that didn't quite make the cut.

A presentation I made to help me flesh out the premise further

After visiting toy stores, my mentor and I determined several broad categories of play and compared LEGO's current product portfolio to it to see which areas may be lacking. The reason why the adventurer girl pitch was selcted becomes pretty clear after looking at the girl map. If you don't like the reality based world of LEGO Friends, you are kind of out of options in many of the categories. An alternative is needed.

Some excerpts from my research This was a nice way to visualize some takeaways I had from having kids flip through a toy catalog. Activities such as this, interviewing toy store employees and having kids give me a tour of their room helped me gain a better understanding of what kind of things were working with kids, why it was working and when it was working. (When and why does a kid pick up a toy?)

Some concept images I used to see what elements of the idea were clicking with the demographic. I mainly needed to see if they could decipher what the main elements were, get a loose understanding of the goal and create their own story with what was presented