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LEGO came to us with a desire to create an event that would bring attention and excitement to their upcoming Star Wars X-Wing LEGO kit release, their most realistic and elaborate X-Wing kit to date. We proposed creating an event that would bring LEGO into real life and something that would disrupt and delight the LEGO legions and press. To the excitement of many, LEGO debuted the life-size X-Wing in the center of Times Square in New York City. Bringing LEGOs to the scale of the real world brought the media attention LEGO was looking for, as well as consumer excitement beyond their expectations.