Consumers don't print as much anymore.

Many are parents with young children. During the school holidays, parents often struggle to keep their kids entertained...and while movies or smartphone games can keep their children busy, parents are looking for activities that encourage their children's creative development and motor skills.

For this, they don't think of 2D printing — they chose toys.

HP needed it to give young parents a reason to print again. They wanted an idea that would make them reimagine what their children can do with HP Instant Ink and the printer at home.

Instead of competing with the toy industry, HP hacked the most iconic toy of all time: LEGO.

Combining paper, ink and brick, we designed HP INKmaginary Toys — interactive enhancements to LEGO builds that you can download and print.

Designed in collaboration with a professional brick artist, these kid-friendly printables are attached to LEGO bricks with just a hole puncher, no glue or tape required - maximising the creative potential of one of the world' most iconic toys and finding a new reason for parents to print.

Once a source of children's joy, the printer now sits at home, printing only when the home office demands.

We gave young parents of kids aged 3-12 a reason to print again during the school holidays. An idea that makes them reimagine what their children can do with HP Instant Ink and the printer at home.

Parents often turn to physical toys to aid their kids' physical development and stretch their imaginations.

We wanted parents to think of HP Ink as a way to do that too. So instead of competing with toys, we hacked the most iconic toy of all time: LEGO.

Designed in collaboration with a professional brick artist, the printables are attached to LEGO bricks with just a hole puncher, no glue or tape required.

The collection was sent to parent influencers, shown at events by our artist partner and made available for download.

Art Director and illustrator collaborated with brick artist Jeffrey Kong to design HP Inkmaginary Toys by combining paper, ink, and brick. The pieces are designed to be easy to attach to LEGO brick studs using just a hole puncher. No glue or tape needed. These printable designs can be downloaded from the HP printables website.

For the launch of the project 3 short videos were created featuring our brick artist explaining the toy collection and shared in HP social media channels.

Printed sheets were sent to parents and influencers to build with their children who share their builds on social spreading the project.

Additionally, Inkmaginary toys and their printed pieces were presented at media events by our artist partner, allowing them to build them and experience them first-hand.

The campaign was a success amongst a targeted group in the specified local market.

Campaign assets garnered:

+37M Media Impressions

+3M Total reach

The YouTube video was viewed more than 500 times

12 pieces of coverage across targeted titles (including 11 online publications and 1 radio interview)

HP executives' posts sharing the launch were all able to attained over 1000 impressions and good engagement rate of >2%, while on Instagram the post garnered more than 1,300 likes.

Posts from the mummy influencers featured new builds designed by their children outside the official designs provided by HP INKmaginary, proving the qualitative effectiveness of the campaign in engaging our specific audiences.