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Library/Campaign/LEGO Tuxedo Cat Launch
Grade B20 sourcesHIS-00370

LEGO Tuxedo Cat Launch

Campaign · 2024 · Niche

32Editable slideCertificate

LEGO's cat-takeover post reached 14.4 million displayed views on X.

LEGO

@LEGO_Group · Jun 3, 2024

v sdiu450- oyt;’.rf=]9o[{{{{{{{{{{{{{{{ {{{{{{{

265.7K1.8K
Original · The LEGO Group / Our LEGO Agency

LEGO

@LEGO_Group · Jun 3, 2024

168K419
Post · @LEGO_Group on X

Tusk 🦣

@Tusk_4Real · Jun 3, 2024

Awh good morning social media managers cat 😺

13.1K2
Post · @Tusk_4Real on X

Sally 😺🍸

@balisally · Jun 4, 2024

That’s me, right?

2051
Post · @balisally on X

Izzy Kirby!

@IzzyKirbyOG · Jun 3, 2024

The culprit has been caught brick-pawed.

3731
Post · @IzzyKirbyOG on X

יעל בן דב גולדברג

@YaelBenDovGold · Jun 4, 2024

There he is!!!

1212
Post · @YaelBenDovGold on X
Post by @LEGO_Group on X
@LEGO_Group on X
Official product image of LEGO Ideas Tuxedo Cat set 21349.
The LEGO Group
What an awesome tweet from the LEGO Group. 1. scrambled tweets gain traction because followers assume you got hacked 2. used a human experience: cat on the keys. 3. doesn't sell you hard, just…
LinkedIn / Jack Appleby and commenters
@LEGO_Group That’s me, right?
@balisally on X
v sdiu450- | Gregor Murray
LinkedIn / Gregor Murray
FCB New York Leads the World With 35 Gold Pencils In The One Show 2025
The One Club for Creativity
The LEGO Group | LEGO Tuxedo Cat Launch
The One Club for Creativity
D&AD in 2025
D&AD
@LEGO_Group There he is!!!
@YaelBenDovGold on X
First look at the LEGO Ideas Tuxedo Cat (21349) - Jay's Brick Blog
Jay's Brick Blog
This LEGO Ideas Tuxedo Cat Will Silently Sass You
Nerdist
LEGO’s Keyboard Seems To Have A Cat On It In Hilarious Viral Tweets
Bored Panda
LEGO Goes Viral With Hilariously Relatable Social Post For Its Tuxedo Cat Set
B&T

Spread Score

How it works
Reach20Contagion35Breadth10Velocity79LongevityNo data yet32

Numbers

Seed post displayed views (live, rounded)
14.4M
As of Oct 13, 2026 · X · Self-reported · X / LEGO (@LEGO_Group)
Peak date
Week of Jun 6, 2024
Jun 3 ’24 to Week of Jun 6, 2024
Platforms
3
Started on X
Origin
Seeded
Toys & collectibles

Mechanics

  • Mystery & lore
  • Response chainPrimary
  • Platform jump
  • Press loop
  • Unhinged voice

How it spread

Trace the origin

LEGO posted gibberish on X and immediately revealed its Tuxedo Cat on a laptop. Cat-photo replies, LinkedIn commentary and press coverage followed. B&T reported 14.1 million seed views that month. The campaign later won One Show and D&AD awards.

Dates use the stated precision; chart positions are date anchors.

May ’24JunJulSepNovFeb ’25AprJunOpen webXPress
Open webXPress

13 more events on this chart

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Timeline (16)

  1. May 2024

    Jay's Brick Blog precursor · May 6 ’24

    Jay's Brick Blog reported the Tuxedo Cat announcement and its planned June 1 retail release.[1]

    First look at the LEGO Ideas Tuxedo Cat (21349) - Jay's Brick Blog
    Open the first post ↗

  2. June 2024

    @LEGO_Group seed · Jun 3 ’24

    LEGO posted a string of gibberish at 08:00:50 UTC.[2]

  3. @LEGO_Group owner response · Jun 3 ’24

    LEGO replied one second later with a photo of the Tuxedo Cat sitting on a laptop.[3][2]

    Post by @LEGO_Group on X
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers
  2. 2026-10-13Added: 14 events, 18 sources · Score 32
Origin
Seeded
Sector
Toys & collectibles
Region
Global
Seed post displayed views (live, rounded)
14.4M
As of Oct 13, 2026 · X · Self-reported · X / LEGO (@LEGO_Group)
Evidence
Grade B

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62
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268M views

Solo Stove: Snoop Goes Smokeless

X · 2023

61
I’m giving up smoke.

19.5B impressions

IHOb

X · 2018

57
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42.5B impressions

Someday

YouTube · 2025

55
Pedro Pascal in Apple’s Someday film, from the agency’s ADC Awards entry.

40M views

New cases, every week

How the next thing spread, the week it does.

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May ’24JunJulSepNovFeb ’25AprJunOpen webXPress
Open webXPress

13 more events on this chart

Join free to see them

  1. May 2024

    Jay's Brick Blog precursor · May 6 ’24

    Jay's Brick Blog reported the Tuxedo Cat announcement and its planned June 1 retail release.[1]

    First look at the LEGO Ideas Tuxedo Cat (21349) - Jay's Brick Blog
    Open the first post ↗

  2. June 2024

    @LEGO_Group seed · Jun 3 ’24

    LEGO posted a string of gibberish at 08:00:50 UTC.[2]

  3. @LEGO_Group owner response · Jun 3 ’24

    LEGO replied one second later with a photo of the Tuxedo Cat sitting on a laptop.[3][2]

    Post by @LEGO_Group on X

  1. owner response · Jun 3 ’24

  2. platform jump · Jun 3 ’24

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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