Hot Item: Custom LEGO Mini Figures

NorthPoint
Jun 16
3 min read

Updated: Jun 17

Here’s a riddle for you! A spider has 8 of them, a centipede has 30, a chair has 4, and a fish has none? What am I? …LEGS. Now imagine your brand hypothetically had legs. Tiny plastic ones that could march straight into your clients’ hearts (and maybe their social feeds too?) What if we also told you there is a way for your brand to have legs of its own? You would probably think we are crazy right?

Introducing the world of Custom LEGO mini figures, where your logo meets lore (as the kids say.) Don’t get it twisted; these aren’t just giveaways. They are pocket-sized avatars of your brand’s soul: bold, collectible, and low-key iconic. Whether you are suiting up your CEO, turning your sales team into galactic warriors, or handing out skater-boy mini mascot – you’re not just handing someone swag, you're giving them an experience.

A LEGO figure that booth visitors, clients, and prospects can create and build on their own is something that stops people in their tracks. It’s something that screams to be photographed, shared, and maybe even stolen (HEY, Janice from accounting we are looking at you woman. Don’t you even think about it). With every curious glance, fawning stare, or “where’d you get that?”, your brand gets its sweet moment in the spotlight. The little legends are part marketing tool, part inside joke, and just a pure mini memory-maker. Bonus points: they fit in your palm, pocket or bag but live rent-free in people’s minds.

Take the chance. Turn your next event or show into something people actually talk about on the flight home. Something that is a keepsake that won’t end up thrown away in the trash. An item that builds the buzz piece by piece–literally. Break the mold. Disrupt the pattern of “BLAH” and give your brand the moment it deserves. You worked hard for it. When your message comes with moveable arms, 2-legs, and a grin molded in plastic? That’s not just a giveaway. That’s pure Toy Story magic.

CLIENT SUCCESS STORY: Astrix’s “Build Your Own NHI” booth giveaway

Astrix Security took the idea of custom LEGO figures and brilliantly aligned it with their brand and audience. At their trade show booth, they created a “Build Your Own Mini-NHI” station where attendees could assemble their own versions of non-human identities — turning abstract cybersecurity risks into something tangible, hands-on, and fun.

While the LEGO figures represented the invisible identities Astrix helps secure, the interactive station invited attendees to stop by, pick through colorful LEGO bins, and physically assemble their own NHI character on the spot, sparking curiosity and conversation. Whether it was a robot, hacker, data scientist, or API key come to life, each mini figure became a creative representation of a typically invisible security risk.

To encourage participation and social sharing, Astrix invited attendees to snap a pic with their Mini-NHI and post on LinkedIn for a chance to win a LEGO Ferrari, futrher sparking the engagement and social sharing.

Astrix incorporated their branding into multiple shirt styles and on the LEGO bases themselves, ensuring the brand remained tied to the experience and the takeaway.

WHY IT WORKED: