Two videos a week will be posted online to promote Lego's new range, Mixels, which stars in the short clips. Along with Mixels, videos feature the existing Creator product range.
The first video in the two-month series was posted on 30 May and has already received more than 10,000 likes on Instagram. It is also building a following on the new Lego Vine channel.
The idea behind the campaign is to use the new platform to capture the imagination of Lego’s existing social media audience.
Ambreena Budaly, Lego’s social media marketing manager, said: "The Lego brand has been part of playtime for more than 81 years and we see social video as a way of inspiring our next generation of builders and creators."
Ben Fenton, account director at 1000heads, believes social video is the perfect space for Lego’s stories to be shared among fans. "Lego sets are a legendary product and we’re thrilled to have been brought on board to launch the next chapter of their social offering," he said.