Inside LEGO and Olivia Rodrigo’s Experiential Campaign

Who doesn’t love a treasure hunt? 

In order to promote its recently announced LEGO® Editions Olivia Rodrigo collection, LEGO and Olivia Rodrigo have invited fans to find one of 333 limited-edition brick-built LEGO Vinyl records, which have been hidden in record stores worldwide – using clues that will be posted to the LEGO Group and Olivia Rodrigo’s social channels. 

“When we launched the LEGO Editions Olivia Rodrigo collection, we wanted to invite fans to discover the stories, symbols and hidden details that make Olivia’s world so special,” says Julia Goldin, Chief Product & Marketing Officer at the LEGO Group. 

“The LEGO Editions x Olivia Rodrigo Vinyl Hunt takes that idea one step further, transforming the excitement of discovery into a real-world adventure that brings fans together in record stores and communities around the world.”

A fan centred launch

This campaign was launched at an intimate one-day event at record store Licorice Pizza in LA, with the company transforming the venue into a LEGO build inspired by Olivia Rodrigo. 

More than 110,000 LEGO bricks were used in this transformation, with more than 500 hours of model building and assembly by a team of designers, engineers, model builders and technicians. 

It included life-size installations – such as a brick-built recreation of a floating moon used by Olivia Rodrigo on her GUTS tour, which was more than two metres tall and made up of 77,000 LEGO bricks. 

Olivia herself made an unannounced appearance at the event, where she spoke with fans and talked about her recent partnership with LEGO. 

“Getting to watch everyone explore the LEGO® Editions sets today and discover their favourite details was amazing,” she said. “We wanted to create something that felt different and something my fans could be part of. Kicking it all off at Licorice Pizza made it even more memorable. It was such a fun way to celebrate the collaboration with the LEGO Group.”

The LEGO Editions product range

The treasure hunt has been created to promote the LEGO® Editions Olivia Rodrigo collection, made up of five collectable LEGO sets that have been inspired by iconic songs, performances and fan-favourite moments across SOUR, GUTS and her latest album, you seem pretty sad for a girl so in love. 

LEGO’s recently launched Editions product range is designed with teenagers and adult collectors in mind, and focuses on major cultural moments and figures. Through this, the company is continuing its plan to target adult collectors, with many of these products created to be displayed, rather than for play. 

Recent LEGO Editions sets include LEGO Editions Football Highlights, which launched ahead of the FIFA World Cup 2026 and features Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr. These sets are built on letter-shaped bases, with colour cues for each player’s national team, numbers and a collectable plaque, plus a LEGO minifigure of one of the four players.

“With these new sets we’re bringing the thrill of football to life in a way that allows fans to build, create and celebrate,” Julia said of the product launch.

“We wanted to capture the essence of some of today’s greatest football players, and honour what makes them special, sparking imagination and excitement in kids and families worldwide. 

“We know everyone wants a piece of the celebration and we can't wait for fans to experience the joy of building their favourite football icon and share their passion for the game with creativity and pride.”