LEGO® BRICKthrough Challenge

Bring your most innovative ideas to imagine the future of LEGO® in Hong Kong! #LEGOBRICKthrough2019 #LEGOHK

This challenge is only open to students residing in Hong Kong



Timeline of the challenge





 Application Phase
(March 12th to May 5th, 2019)

From March 12th, register and form / join 
a team of  3 students. Present your project in a 5-slide presentation (front slide excluded) in PDF only.

Your presentation should include at least the following:

  • Overall strategy / Big Idea
  • Marketing Mix
  • Online vs. Offline strategy
  • Budget

Deadline: Submit all your documents before May 5th, 2019 11.59 pm (GMT +8:00).

At the end of this step, 16 teams will be pre-selected to move on to the second step!

Result announcement: May 11th, 2019


Deepening Phase
(May 11th to June 9th, 2019)

The selected 16 teams now have a month to refine their proposal. At the end of this phase, each team should submit
a 20-slide (+ appendix) PDF explaining in more details your idea.

Any other document such as videos or mock-ups are most welcome should they be relevant to the project!

The selected teams will also be invited to one in-person workshop to meet mentors from LEGO and ask for guidance! 8 teams will be selected for the Final Event!

Deadline: Submit all your documents before June 9th, 2019 11.59 pm (GMT +8:00).

Results announcement: June 17th, 2019

Grand Finale

(June 28th, 2019)

In Hong Kong in late June, all 8 final teams will pitch their project in front of LEGO’s top management, including: 

  • Troy Taylor – General Manager, LEGO Hong Kong, Taiwan & Macau

  • Kenny Sham – Head of Marketing, LEGO Hong Kong, Taiwan & Macau

  • Alex Sawaya - Partner (McKinsey & Company)

  • Joe Ng - Director, Creative & Planning (Frengers Communications)

Teams will be asked to prepare at most a 10-min pitch that will be followed by a 5-min Q/A session

3 winning teams and the best presenter will be selected!

Deadline for pitch deck submission: June 27th, 2019 - noon.

Friday June 28th, 2019

Grand Finale
The Grand Finale Event will be hosted on June 28th, 2019 at Tencent WeStart. 
Access the space