LEGO’s new holiday campaign is here, and it quickly reminds families that while disasters may arise, nothing is more important this holiday season than playing together. To spread that message, LEGO has created a new holiday mascot, a black-and-white cat wearing a red-and-white beanie named Cataclaws.
In an ad from The LEGO Group, Cataclaws travels the globe rescuing kids and adults alike from holiday boredom, bad haircuts, and ennui, showering towns and homes with a flood of LEGO bricks, restoring play to teens, tweens, grandparents, and wild animals. In a galaxy far, far, away, Yoda is inspired to give Darth Vader a Christmas sweater festooned with Cataclaws.
The LEGO Group is all-in on its hero, selling ugly holiday sweaters for minifigures in stores with LEGO Minifigure Factories. The company released a brief how-to video on Pinterest for LEGO fans anxious to build a red and white Cataclaws beanie.
“We’re delighted to bring Cataclaws to life and finally release her into the world,” said Nic Taylor, SVP and Head of Our LEGO Agency. “She represents the power of children’s innate creativity, reminding us all that there is no limit to where our imagination can take us when building with LEGO bricks and unlocking those special moments with family and friends through play.”
There’s more in-store than holiday sweaters: starting Nov. 11, LEGO’s annual Build to Give initiative encourages constructors to share the “superpower of play.” LEGO will donate a set to a child in need through Dec. 31 for every heart built out of LEGO bricks in-store or shared online with the hashtag #BuildToGive. Since starting the campaign in 2017, The LEGO Group has donated to over 9.1 million children.
The company also has plans for LEGO Brickmas Parties in select stores, allowing LEGO fans to share their superpowers. Builders can construct festive minifigures like surfboard Santa and, yes, Cataclaws.
For more information about LEGO’s holiday plans, visit LEGO.com.
