As a brand, you want to go the extra mile and stand out—especially around Sinterklaas. On behalf of AndAgency Amsterdam, we developed and produced an influencer activation for LEGO: a fully cardboard Saint Nicholas book in which LEGO sets fit perfectly. A gift that’s not only fun to receive, but also made to be shared.
Not a standard PR package
AndAgency approached us with an initial idea from LEGO: “We want to do something special for Sinterklaas for influencers; something with a Saint Nicholas book. Can you think along with us?”
The goal was to surprise influencers in the Netherlands and Belgium with a package that fits LEGO’s playful brand experience and naturally invites sharing. So, not a standard PR package, but a tangible Sinterklaas moment delivered right to the doorstep.
From idea to production
We started with the basics: how do you turn a book into packaging that looks good and truly works? We researched the right cardboard for strength and appearance, created sketches, and built a dummy to test whether the LEGO boxes would fit neatly and logically inside the book. Only once the shape, opening and closing mechanism, and overall feel were just right did we finalize the technical design and begin production. The result: a cardboard Saint Nicholas book that feels like a gift in itself.
Handling and shipping
After production, we also took care of the full handling process. We placed the LEGO boxes inside the book, packed everything in sturdy shipping boxes, and arranged shipment to influencers in the Netherlands and Belgium. This kept the process smooth and clear, with one team managing everything from production to distribution.
The result
Influencers received a striking, festive package that perfectly matched LEGO’s world and the Saint Nicholas moment. The book made it easy and fun to share content, allowing LEGO to be extra visible during the holiday season in a warm, authentic way. What a great project to work on!
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