For Valentine’s Day, the LEGO Group turned cliché into play — redefining what love looks like for adults. We launched the LEGO® Bouquet of Roses by partnering with someone who famously didn’t find love over real flowers: Bachelor Nation’s Tyler Cameron. He hosted a sold-out “Build a Bond” event that celebrated connection through creativity and building.
The campaign blossomed. LEGO Flowers became the #1 most-searched flower on Google — beating out the real thing — and the product completely sold out. In the end, we made building bonds the ultimate Valentine’s Day gift.
