Brother Creates Printer out of LEGO® Bricks for New Marketing Campaign

By Editor
Brother Creates Printer out of LEGO® Bricks for New Marketing Campaign

Brother International Europe’s UK-based marketing team has collaborated with the UK’s only LEGO Certified Professional, Bright Bricks to celebrate the launch of its new mono laser series by creating life-size models of two of the Company’s newest printers. 

Almost 3,500 LEGO bricks were used to create the to-scale model of the flagship HL-L6400DW printer. It took 40 hours to put together and was captured block-by-block in a time-lapse film. A second life-size model – of Brother mono laser all-in-one, the MFC-L6900DW – was also created in a build that took 35 hours and 9,500 bricks.

The new range is Brother’s first mono laser series tailored for large businesses and features four printers and five all-in-ones.

Antony Peart, European Marketing and Communications Manager at Brother International Europe, commented: “We wanted to position our new mono laser series as a way for professional resellers to build more business. Our marketing campaign is designed to engage them in a creative way and illustrate that Brother offers ‘possibilities you didn’t expect’. The new range is robust, reliable and customisable for enterprise customers, so showcasing this using LEGO bricks is a nice fit.”

Bright Bricks also created the Brother mono laser series collectors kits featuring mini LEGO models of the L6400DW printer as part of a direct mail campaign targeting professional resellers across Europe. Peart added: “The limited edition kits push the point that these new products aren’t just another mono laser printer; they are the perfect way for professional resellers to build their own business as they seek to underline the business value of IT.”

You can view the two time-lapse videos below.

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