TRUTH: Creatively starved kids destroy and reinvent their toys.
PROPOSITION: LEGO is built for endless reinventions (without consequences).
Using #endlessreinventions, parents share their kids' creations to receive their creations in brick-form.
When a high-risk toy has been purchased, Smyth's customers are nudged to buy a
box of LEGO to protect their purchase.
LEGO release a limited edition A&E set, where kids can build extra body parts and mobility aids for their decimated toys.