# LEGO Tuxedo Cat Launch

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

- Owner: The LEGO Group; Our LEGO Agency / Singapore and Billund
- Kind: Campaign
- Sector: Toys & collectibles
- Seed date: 2024-06-03
- Peak date: Week of Jun 6, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 32 (Niche, provisional), v1.2
- Mechanics: Mystery & lore, Response chain, Platform jump, Press loop, Unhinged voice

## Summary

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.

## Timeline

- 2024-05-06 — Jay's Brick Blog (Open web) — Jay's Brick Blog reported the Tuxedo Cat announcement and its planned June 1 retail release.
- 2024-06-03 — @LEGO_Group (X) — LEGO posted a string of gibberish at 08:00:50 UTC.
- 2024-06-03 — @LEGO_Group (X) — LEGO replied one second later with a photo of the Tuxedo Cat sitting on a laptop.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/lego-tuxedo-cat-launch

Cite as: How It Spread (2026). “LEGO Tuxedo Cat Launch.” Case HIS-00370. Spread Score v1.2: 32/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00370