What Marketing Strategies Did LEGO Use?

Targeting a Consistent Audience

LEGO has had a smart and successful marketing strategy over the years. One of the most important aspects that have been a constant in their approach is their targeting of a consistent audience.

Sticking to children as the main demographic for their product, they have used research and strategies that are aimed at how children interact with the entertainment world—from cartoons to comic books, and interactive play.

That they can create such a strong relationship with this audience means children continue to see LEGO products as part of their everyday experience for many years. This has allowed them to grow and thrive, becoming one of today's most profitable brands.

Appealing to Both Gen Z and an Adult's Inner Child

LEGO is making a serious comeback amongst Gen Zers and Millennials looking to relive their childhood enjoyments. LEGO has Instagram accounts for each country. They've been targeting a very specific type of influencer to send their products to—Gen Z creatives or influencers that present a more "normal," relatable lifestyle (as opposed to the usual influencer that goes for an exclusive image).

These influencers show their creations, or building process, which aren't limited to LEGO flower sets or architecture collections but include classic city or movie sets. These diverse sets are being marketed to this target group, giving the brand the perception as one that can meet the varying moods and needs of Gen Zers and adults who seek to tend to their inner child.

Thanks to this marketing strategy, they've been able to show LEGO as something cool and relaxing, present it as an ageless hobby and thus further propel the brand into current trends and dynamic market successfully.

Allowing for Powerful Storytelling That Resonates With All Ages

LEGO's marketing strategy exemplifies the power of storytelling to evoke emotions and build strong brand connections. By crafting narratives that tap into universal human experiences and values, LEGO created a world of imagination and creativity that resonated with consumers of all ages.

They also leveraged user-generated content, like crowdsourced designs and fan videos, to foster a sense of community and engagement with their brand. Ultimately, LEGO's success lies in its ability to build a brand that transcends the product and becomes a way of life.

Offering Parent-Approved Products

While kids are a key target audience for LEGO, parents are the ultimate purchasers. By promoting the educational value of their toys and learning through play, LEGO has mastered appealing to parents. Presenting products as creative and “parent-approved” nurtures parents’ willingness to keep buying. After all, everyone wants the best for their children. The brand knows this too well not to base its marketing strategy on that fact.

People widely use LEGO toys for learning regardless of marketing tactics. One example is the STEM Laboratory, which created a set of 100 Lego Challenge Cards, which ask kids to complete math or logic tasks with the bricks.

Knowing No Age Limit

LEGO made an extremely clever move in its marketing strategy. By targeting both adults and children with products that are age-specific, they created construction sets for younger kids to learn motor skills, specialized themed sets for teen boys, franchises such as Star Wars and Harry Potter to engage older fans, and even set up the LEGO Ideas program, which thoughtful compliments the work of professional builders or MOCers (My Own Creation).

Their expansive selection of sets between classic designs and timely themes engages multiple generations and ensures LEGO's longevity as a timeless classic despite popular trends. This tactic increased sales and established impressive brand loyalty among shoppers of all ages.

Implementing a Successful Licensing Strategy

LEGO's successful licensing and merchandising strategy is rooted in its ability to bring beloved fictional universes to life through its bricks. By partnering with popular franchises such as Star Wars, Harry Potter, and Marvel, LEGO creates an immersive experience for fans of all ages.

They leverage their brand identity, familiarity with consumers, and attention to detail to create authentic and recognizable builds that stay true to the source material. This strategy not only increases brand visibility but also fosters a sense of community among fans, as they can come together to create and display their own unique versions of their favorite fictional worlds.

Having Many Retail Locations and Production Facilities

There are 130 retail locations where you can buy Legos. These locations provide a variety of Legos, but you can also purchase them at theaters, amusement parks, well-known department stores, and toy stores.

Besides having its major production facilities in the UK, US, Singapore, and China, Lego is headquartered in Denmark. To make the toys more accessible to consumers, they are exported all over the world. Customers can buy toys online from many websites, like Amazon, eBay, etc.

Setting a High Bar on Inclusivity and Addressing Cultural Trends

LEGO has been setting a bar very high for years to address various needs and react to cultural trends. But in 2021, it took a step further and released a set centered on inclusivity of all sorts. “Everyone Is Awesome”, as they named it, comprises eleven figures representing various sexualities and skin colors.

While LEGO had already been flirting with LGBTG+-friendly marketing before, this one comes as a revolutionary move since it also represents non-binary and trans people. Judging by the buzz it has created on social media, this seemingly risky move has paid off. By implementing this marketing strategy, the company has established itself as an inclusivity-driven brand, which is not a common thing in the toy business!