LEGO also studied the new market, not seeing a need to create any Asian-specific product lines as Chinese consumers already strongly valued the traditional LEGO creative play experience.
On the other hand, they also acknowledged the advanced digitization in Chinese play that would require them to continue creating their own digital LEGO products. As China continues to develop a very affluent middle-class numbering in the millions within the coming years, it represents a significant opportunity for LEGO and its market position. Diversification is an essential part of the LEGO marketing strategy. Aside from its multiple toy sets, it has also branched out into multiple mediums to promote its brand.
And, seeing the movement toward digitization, it produced video games based on its product line. The company has also partnered with Disney, Marvel, and DC Comics to create its popular Star Wars and superhero-themed playsets—which are vital marketing tools since they generate publicity and drive higher sales. While LEGO is already a well-known brand, its popularity on Facebook, Instagram, and YouTube highlight the effectiveness of using social media channels to engage with customers.
Their Instagram page offers similar content, and posts receive numerous likes and comments, showing excellent user engagement. LEGO uses its digital platform to provide each segment of its consumer audience with an integrated customer experience.
The online community has over 10 million members, offering an effective way of increasing brand awareness by enabling younger audiences to engage through social media. To put it simply : Throughout the everyday life of an average kid raised in advanced countries of the world, its parents, its teachers, and its friends will encourage it to play with LEGO.
This is something that no other brand has ever achieved. The levels of passive and organic customer engagement LEGO has reached are out of this world and surely a case study for any brand, in any industry.
LEGO has always promoted its plastic bricks as educational toys that empower children to become imaginative, engaged learners through play. Vig Knudstorp rescued Lego by methodically rebuilding it, brick by brick. He dumped things it had no expertise in — the Legoland parks are now owned by the British company Merlin Entertainments, for example. He slashed the inventory, halving the number of individual pieces Lego produces from 13, to 6, Brick colours had somehow expanded from the original bright yellow, red and blue, sourced from Piet Mondrian , to more than Far from killing off Lego, the internet has played a vital role in allowing fans to share their creations and promote events like Brickworld , adult Lego fan conventions.
It also started making hit toys again. As well as putting a focus back on classic Lego lines like City and Space, it has launched the ninja-themed Ninjago line, Mindstorms, kits that allow you to build programmable Lego robots, aimed at teens. And for grown-up kids, Lego Architecture, replicas of the Guggenheim, Burj Khalifa and Robie House , that last one not for the feint-hearted or time-poor — it contains 2, bricks.
None of this has happened by chance. Lego is said to conduct the largest ethnographic study of children in the world. Ninjago was crowdsourced: its first iteration featured skeletons as enemies because tests proved they were the most popular baddies among six-year-old boys, globally.
Boys tend to be a lot more about good versus evil, whereas girls really see themselves through the Mini-doll. They wanted a greater level of detail, proportions and realism. More than one adult visitor has been known to burst into tears when confronted by a key line from their childhood: in my case the Space Lego of the mids.
Their focus is the kids of now and tomorrow, not yesterday. Christiansen was an expert carpenter when the Great Depression hit. Knudstorp revolutionized the corporate culture. Previously the company was focused on producing very high quality old-fashioned toy products with long development cycles. He transformed the culture into a creative, agile and rapid hothouse of innovation. How Lego Clicked — The Guardian.
When Lego lost its Head — Mail Online. Lego Star Wars on Wikipedia. This article was written for Business 2 Community by Paul Sloane. Learn how to publish your content on B2C. Paul Sloane speaks, writes and leads workshops on lateral thinking and the leadership of innovation. He now helps organizations improve business agility and innovation.
Join over , of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. The best of B2C in your inbox every Monday Sign up now. Toggle navigation Business 2 Community. Paul Sloane July 11, Strive to include new team members as well. They don't know the "rules"; as such, they will be quicker to make suggestions that push the organization to think differently.
Although we sometimes forget, every business is like a LEGO creation. With the addition of each new LEGO brick, you can change the structure for the better and take things in an entirely new direction. Entrepreneur Store. Stephen Key. Aman Jain. Skip to content Profile Avatar. Subscribe to Entrepreneur. Magazine Subscriptions. By Joey Coleman April 10, Opinions expressed by Entrepreneur contributors are their own. Written By Joey Coleman Joey Coleman is a speaker who helps organizations retain their best customers.
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