LEGO Duplo: Partners in Growing Up

LEGO Duplo, LEGO’s preschool range, has unique characteristics that are not always obvious to the general public:

• Large, easy-to-handle bricks, designed specifically for little hands.
• A playful and educational universe, tailored for preschoolers.
• A special bond between parents and children, fostering shared moments and discovery.

Bringing LEGO Duplo’s Identity Back to the Forefront

Duplo’s core values needed to be reaffirmed and highlighted. To meet this challenge, we developed a new Duplo brand block—a three-second signature that structures the brand’s films and makes them clearer for the audience.

A Bold Redesign and a Fresh Visual Dynamic

The iconic red Duplo rabbit has been completely redesigned. Its look and movement have been modernized to match today’s animation aesthetics, with a more "kawaii" touch, while staying true to its original style.

The background now features a vibrant blue, showcasing the signature colorful bricks that reinforce the brand’s playful identity.

A Stronger Brand Positioning

This refreshed graphic and sound identity is now embodied by a compelling new slogan:

"LEGO Duplo, partners in growing up."

A powerful message that now signs off all LEGO Duplo communications in France, strengthening its positioning among families.