To debut the new flagship LEGO Store on 5th Ave NYC in June 2021, we decided to launch this new icon by tapping an iconic NYC artform - Broadway. With the theatre community being out of work since the COVID-19 pandemic hitting in March 2020, we decided to fill the musical with an all-Broadway cast. Led by Tony Award-winning Best Actress Renee Elise Goldsberry, we gave Broadway performers their first legit musical job in over a year. Directed by the acclaimed Ezra Hurwitz, it was slated to be the first new Broadway musical announced since the pandemic had hit. We even invited every NYC press outlet to a red carpet premiere at the LEGO Store itself.
But did you hear about it? Probably not. Because Bruce Springsteen decided to announce his return to Broadway on the day we launched. You win some earned media opps, you lose some. Damn it, Bruce!
Alas, enjoy The Musical, and sing along with talents from Hamilton, Phantom of the Opera, Frozen, and even LEGO Lady Liberty herself.