LEGO NINJAGO Airjitzu Flier Tour

From First Flight to Ninja Master

LEGO had created something new: its first toy to actually fly. The NINJAGO Airjitzu Flyers could take flight, but kids and families needed to discover how to play with them. How to control and enjoy them. Our challenge was to make that learning part of the fun.

I led a nationwide touring experience that invited kids into the world of NINJAGO by helping them become Airjitzu masters. The strategy was to give them a clear progression: meet the toy, practice the skills, then put those skills to the test. Instead of asking families to figure it out on their own, we made discovery a guided adventure.

A fully wrapped NINJAGO touring truck carried the experience to state fairs, day camps, and family fun centers, creating a recognizable presence both at each stop and on the road between markets. The footprint brought the characters and visual world of NINJAGO into a place where children could step in and take part.

Specially trained brand ambassadors introduced families to the Airjitzu Flyers and guided kids through two challenge tents. Each activity gave them time to practice, understand how the flyers moved, and build confidence through play. The learning journey connected the physical skills of using the toy with the imaginative promise of becoming a ninja.

Once they had practiced, kids entered custom inflatable battle domes for a 60-second challenge to hit as many Ghost Ninja targets as possible. That final test gave the earlier activities a purpose and turned a product demonstration into a moment of achievement.

Large character graphics across the truck, tent walls, and dome entrances created photo opportunities for families. NINJAGO masks, posters, and booklets gave kids something to take away, carrying the story and excitement beyond the event.

The program connected product education with character-led play, giving existing fans a new way to experience NINJAGO and new audiences a welcoming place to begin.

Results

Estimated 1.7 million impressions
Nationwide tour across fairs, camps, and family destinations

My Role

Creative strategy, concept development, creative direction, consumer journey, game design, design oversight, fabrication oversight, production oversight, staffing, and on-site execution.