LEGO Group and Olivia Rodrigo launch global vinyl scavenger hunt
The LEGO Group has launched a promotional partnership with musician Olivia Rodrigo, hiding 333 custom brick-built vinyl records in music stores worldwide.
The LEGO Group recently hosted an event at a Los Angeles record store to promote the upcoming 'LEGO Editions' collection featuring musician Olivia Rodrigo. The store was temporarily remodeled using over 110,000 bricks, including a replica of the artist's concert stage design.
To coincide with the product release, the company initiated a global search for 333 limited-edition vinyl records made of LEGO pieces. These items have been hidden in participating record stores, with location clues to be distributed through social media channels over the next two weeks.
The new collection, which hits the market on August 1, 2026, comprises five sets inspired by the artist’s discography. By creating these physical scavenger hunts, the company aims to merge product marketing with fan-focused experiences in physical retail spaces.
Julia Goldin, Chief Product and Marketing Officer at the LEGO Group, stated that the initiative aims to transform the concept of product discovery into a tangible adventure for customers.