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TRUTH: Creatively starved kids destroy and reinvent their toys.

PROPOSITION:  LEGO is built for endless reinventions (without consequences).

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Using #endlessreinventions, parents share their kids' creations to receive their creations in brick-form. 

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When a high-risk toy has been purchased, Smyth's customers are nudged to buy a

box of LEGO to protect their purchase.

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LEGO release a limited edition A&E set, where kids can build extra body parts and mobility aids for their decimated toys.

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