Mamamia launches season two of LEGO Group branded podcast

How To Build A Human season two will be accompanied by co-branded multichannel campaign

Women’s media brand Mamamia has launched the second season of its award-winning branded podcast How To Build A Human, in partnership with The LEGO Group.

The eight-part series is co-hosted by Mamamia executive editor Leigh Campbell and child development expert Gen Muir, guiding listeners through the process and challenges of raising a child. 

LEGO DUPLO’s branding is integrated throughout the podcast, which emphasises the role of learning key skills through play. The branding will be part of LEGO DUPLO’s Start Off Big campaign, with themes and characters designed to help toddlers build a strong foundation for the skills they need in life. 

“The LEGO Group is delighted to team up with Mamamia on another season of our award-winning podcast, How To Build A Human, in partnership with LEGO DUPLO Play,” said LEGO Australia and New Zealand senior director and head of marketing Angie Tutt. “Over eight new episodes Leigh Campbell and parenting expert Gen Muir highlight the importance of meaningful play in helping parents overcome many of the most confusing aspects of raising kids in 2023. Learning through play can be a powerful tool in helping little humans start off big.”

The series will be produced in partnership with The LEGO Group’s media agency Initiative and Mediabrands Content Studio. It follows LEGO’s previous branded podcast At Your Leisure, hosted by Sue Perkins.

“MBCS is excited to help bring the latest series of the popular podcast How To Build A Human to life,” said MBCS integrated content director Jack Davidson. “It has been a true collaborative effort from everyone involved and we welcomed the opportunity to ensure that the brand position for LEGO DUPLO Start Off Big messaging was woven subtly into the content.”

“We can’t wait to see the results and are confident that series two will engage and reach an even broader audience than series one.”

In addition to partnering for the podcast, Mamamia and The LEGO Group are working with Initiative and Mediabrands to run a co-branded marketing campaign across Mamamia’s podcast network, website, and social media channels, as well as The LEGO Group’s in-store and LEGO Duplo bricks online channels.

Season one of How To Build A Human launched in October last year and won gold at the Native Advertising Awards 2023 for Best Use of Podcast. According to research on Mamamia's audience from March to April 2023, the podcast successfully targets women aged 18 and above with children aged one to four years old.