LEGO - The brand that just keeps giving.

Looking through the vast selection of LEGO themes… Technic, Friends, Ninjago, Duplo, Creator and not to mention Disney, Spiderman and Batman, I am in awe at just how the brand has evolved in the 85 years it has been in operation. See here:

Researching the history of the LEGO Group, it has not been plain sailing, but due to clear direction and an emphasis on superb craftmanship, the LEGO brand is now a global enterprise. Who knew that from wooden toys and ladders, Ninjago would be born?

So, what has sparked my interest in writing a post about LEGO? 

Since my children have grown into mini adults and they are now influenced by their friends, the T.V and YouTube, getting into LEGO is a natural progression when it comes to toys. A parent walks into a LEGO store and it is not only the children that feel the sense of fun and possibility! Have you noticed that there are rarely sales, that the staff are really ‘cool’ and it’s virtually impossible to get out of the shop (without a bribe)!  

I am fascinated by clever, talented and well-constructed marketing and brand management, and in my humble opinion, LEGO is up there with the best.  So, let’s break down my favourite bits:

The Themes

So I won’t name then all, but to give you a flavour, we have Duplo, LEGO City, LEGO Friends, LEGO Originals, LEGO Disney, Creator Expert and my new favourite, Boost. This one is AMAZING! A child can now enjoy the building element but also bring in the interactive part with an IPad, (Apple, oh there is another post right there). My 10 year old is able to code the creation, be it the cat, robot, guitar and make it do different movements and sounds! 

The Products

Long gone are the original bricks and 'you can build a gun' scenario. Oh no, kids today have the choice of backpacks, movies, keyrings, clothes, books, home storage and one to not tell my daughter the new DOTS collection. Make your own LEGO bracelet in the craft category! See here if you are curious! I cannot feel anything but envious of LEGO, as they appear to be all over everything, and the quality, timing and management is nothing less than flawless.

It’s not all about the kids

LEGO is not just for kids, yes that’s right, adults can play too! Heading back into that shop with all the shiny new LEGO blocks and figures, there is a whole section that is not child friendly and one that is designed purely for the big kids. According to this Guardian article from January, toy sales of LEGO are growing, and it is a serious hobby! The creativity and sense of achievement that comes from creating the masterpiece offers great stress relief and instils a sense of calm…who knew hey? 

Website

The website speaks for itself. It is like a playground for kids and adults alike. There is a mix of history, creativity, play and CSR. It is so important for successful companies to give something back, and I enjoyed reading about the LEGO Foundation, their views on sustainability and their People and Culture policy. The website seems that it could go on forever, page after page, leading you into the world of LEGO, and indeed it can, as we forgot to mention LEGOLAND and the hotel! 

Customer Service

Finally, I want to talk about customer service. You can have the best product in the world, but if you do not have a strong team of like-minded staff to follow through with the promises you have made, you will not fair well. In this ‘always on’ culture, we have so many was to communicate and look after our customers and clients. LEGO even have this completely covered, again from my experience. We have dealt directly with the team via email when some pieces were missing from a set. Within two days the pieces were with us, with an apology and all was well. I appreciate companies can get things wrong but is there no end to LEGO’s success?

I love to watch companies get it right and also see how they do it. As a marketer, I love to see companies become successful and treat their customers and the world around them with respect.  I feel LEGO do this well, but I also feel they are constantly learning and evolving to try harder and streamline their operations. I can’t wait to see what my grandchildren will be creating, but I am positive it will involve those magical plastic bricks. 

Thanks for reading my post about the creative powers of LEGO. What are your thoughts, what other power house brands have you experienced? Let me know, I’d love to hear. 

Thanks, Allyson