Every year, LEGO launches several luxury car-model building kits in the Czech Republic. These cars are sought after mainly by diehard supporters and the sales count by hundreds. But in 2018, model makers came up with a life-sized and drivable model of Bugatti Chiron to demonstrate virtually anything can be built from LEGO. At the same time, a smaller-scale model of the same car was released for retail market. That created an interesting opportunity to interconnect LEGO brand communication with building kit sales per se.