LEGO Builds Big Brand Presence with London Bus Ads

LEGO has taken its creative storytelling from the playroom to the streets through London bus advertising. With the city’s red buses travelling over 12,000 miles per week, LEGO’s campaigns reach millions of eyes across all demographics.

Research shows that 91% of Londoners notice bus ads weekly, making it an ideal format for brands that want high visibility and consistent engagement. For LEGO, the moving billboard offers both scale and creative space to bring its vibrant worlds to life.

Why LEGO Chooses London Bus Advertising

LEGO’s colourful branding and bold imagery make it a perfect fit for large-scale bus wraps. These ads create strong recall among families, commuters and tourists. The city’s transport network covers more than 700 routes, ensuring the campaign connects with diverse audiences daily.

Key reasons LEGO uses this platform include:

• Wide audience reach with thousands of daily impressions
• Extended dwell time as buses move through traffic and stop at lights
• Family appeal with routes running past schools, attractions and shopping hubs
• Strong engagement from playful and visually rich artwork
• Continuous exposure with buses running up to 18 hours a day

The Power of Full Bus Wraps for Family Brands

A full bus wrap transforms a standard double-decker into a moving piece of art. For LEGO, this format mirrors the brand’s essence: fun, creativity and imagination. Each wrap acts as a storytelling space, with beloved characters and colourful scenes wrapping around both decks of the bus.

According to Transport for London, a single fully wrapped bus can generate up to 6 million impressions per month. For family brands like LEGO, this visibility strengthens emotional connection with both children and parents.

Benefits of Full Bus Wraps for Brands

• 360-degree visibility across busy routes
• Premium brand placement across London’s streets
• Long campaign life compared to digital formats
• Ideal for launches, anniversaries or themed promotions

Colour and Creativity Across the Capital

LEGO’s use of bright, eye-catching designs aligns perfectly with the energy of London. From Oxford Street to Canary Wharf, buses travel through diverse neighbourhoods, making each wrap a cultural touchpoint. The creativity of LEGO’s visuals helps spark conversation and curiosity wherever the buses go.

Many campaigns use hero characters, large block visuals and taglines that capture attention within seconds. The colourful graphics cut through the noise of urban advertising, ensuring both children and adults instantly recognise the LEGO brand.

Why Bus Advertising Delivers for Toy and Family Brands

Bus advertising in London offers a balance of reach, creativity and affordability. For toy brands, it creates tangible visibility at street level where families live, shop and travel.

Highlights for advertisers include:

• Cross-generational reach: Parents and children both engage with playful visuals
• Cost-effective coverage: High frequency impressions without digital fatigue
• Strong recall rates: Over 80% of consumers recall bus ads after viewing
• Strategic mobility: Buses move through high-footfall areas like shopping centres, museums and parks

These advantages make bus advertising a cornerstone for any brand looking to connect emotionally with urban audiences.

Making an Icon Even More Iconic

LEGO and London’s buses share a symbolic connection; both are timeless icons recognised worldwide. Combining them creates instant cultural resonance. The playful colours of LEGO blocks against the red bus canvas create a memorable image that appeals across generations.

This type of visual storytelling extends LEGO’s brand promise: creativity without limits, beyond stores and screens. It turns every journey into a mini billboard moment that reinforces LEGO’s joyful spirit.

Get Your Brand Moving Across London

Bus advertising helps brands bring creativity to life across the capital’s busiest routes. If your brand wants to stand out like LEGO and reach audiences city-wide, our team at London Bus Advertising can help plan a campaign that delivers visibility and impact.

We manage everything from full bus wraps to bus sides and bus rear ads, ensuring your message travels across London’s most high-traffic areas with style and precision. Contact us today to start your campaign and see your brand on the move across London.

FAQs

Why does LEGO advertise on London buses?

LEGO uses London bus advertising to boost visibility and engage families through creative, colourful designs that travel across the city every day.

How effective is bus advertising for toy brands?

Bus advertising offers broad reach, strong recall and visual impact, making it highly effective for family-oriented and entertainment brands.

What types of bus formats suit LEGO’s campaigns?

Full wraps and supersides are ideal for LEGO due to their large creative space and strong street presence.

How many people see London bus adverts daily?

On average, bus ads generate over 30 million daily impressions across the network, ensuring wide exposure.