Overview
LEGO's product catalog is vast — hundreds of sets spanning dozens of themes, licenses, and age ranges. The challenge was building a shopping experience on walmart.ca that could make that breadth feel navigable rather than overwhelming. The result introduced several custom-built firsts on the platform, including a multi-filter product finder that delivered personalized recommendations in real time. The campaign was renewed for four consecutive years — each iteration adding new features and ways to shop.
The Brief
Standard category pages weren't equipped to handle LEGO's complexity. A parent shopping for a six-year-old has completely different needs than a collector hunting a specific licensed theme or a shopper working within a tight budget. The experience needed to serve all of them without forcing any of them to scroll through irrelevant products.
The Approach
We designed the experience around filtering as the primary navigation mechanic — building custom filter logic for age range, product license, theme, and budget simultaneously. Rather than treating these as independent toggles, the product finder tool allowed shoppers to combine multiple filters at once, surfacing genuinely personalized recommendations from LEGO's full catalog. Like other projects in this series, several of these features were custom-built firsts on walmart.ca and informed the platform's subsequent product discovery capabilities.
Key Features
— Multi-filter product finder
— shoppers could combine age range, theme, license, and budget filters simultaneously for personalized recommendations, a first on walmart.ca
— Custom age range, theme and budget filters
— making LEGO's broad catalog immediately navigable for any shopper type
— Full-bleed custom branded environment
— immersive LEGO world aesthetic throughout the experience
— Four consecutive years of renewal
— each iteration expanding the feature set based on performance and shopper behavior
Campaign Support
The experience was supported by run-of-site placements, native traffic drivers, and Facebook ads driving qualified traffic to the brand store across all four campaign years.
Results
Four consecutive years of renewal is the clearest possible measure of a campaign's effectiveness. Each year LEGO returned with a larger scope — new features, new product lines, new ways to shop — validating both the platform's capabilities and the value of the experience to their retail strategy.
How can I help expand your universe?
Whether you're building something new or rethinking something existing — I'd love to hear about it.