LEGO Product Strategy

Millennium Falcon set launch video

My role

I was the Sr Manager of Creative Strategy for the global LEGO Star Wars brand and the US LEGO brand.

My role was to work with the marketing and creative teams to make sure that our brand and content efforts laddered up to business objectives.

Problem

Our brand team approached us, the creative marketing team, and presented us with a problem: sales were declining for the US and EU markets.

US Boys are getting fewer sets over the course of 2016, at a greater rate of decline vs. previous years.

We conducted foundational research to uncover the reasons for the growth decline in our primary markets. This research consisted of 12 focus groups, each with 10 kids, conducted throughout the US and Europe.

Everyone loves LEGO but fewer people purchased the products.

Insight

Kids love our content and brand, and engage heavily, but their immersion in digital play drew them away from physical toys. LEGO needed to show kids that physical play enhanced their digital play experiences and vice versa.

Age compression is the trend of children outgrowing traditional toys at younger ages, as they are drawn to more mature interests, often influenced by technology and media.

kids were looking up to older kids for guidance on how to play.

We needed to stay relevant as they grew older.

Strategy

To position LEGO play as fun for all ages, I developed a strategy focused on highlighting the limitless creativity and problem-solving skills that LEGO fosters, regardless of age. The campaign targeted adult fans of LEGO to further reinforce the idea that creative play can be enjoyed at any stage of life. By featuring both younger and older audiences engaged in building together, it emphasized that LEGO is a lifelong tool for imagination and learning, showing kids they don't need to outgrow it.

Position LEGO as fun play experiences for older kids and adults as well as core kids.

Plan

I collaborated with iconic partners like Disney, Harry Potter, and ESPN. This strategy infused LEGO with beloved pop culture elements, creating sets and experiences that resonated with fans of these franchises. By aligning with culturally significant brands, we made LEGO more appealing to a broader audience, elevating its status as a fun, trendy, and relevant part of modern entertainment.

Partner with cool Intellectual Properties and be more culturally relevant to LEGO fans of all ages, not just core kids.

Execution

To gain social currency, we executed a series of tactics that expanded the brand's reach and influence. These initiatives focused on growing engagement across diverse audiences, leveraging digital platforms, and enhancing both online and in-store experiences to keep LEGO at the forefront of cultural conversations.

  • Grow share of voice with girls

  • Collaborate with YouTube influencers

  • Nurture homegrown LEGO influencers

  • Innovate digital products and experiences

  • Implement Amazon plan to offer more consumer product research and purchase opportunities

  • Collaborate with retail partners for more interesting shelf experiences

  • LEGO Star Wars sparks kids to want to talk with their friends about LEGO overall. In fact, this had the strongest impact on social currency than any other factor. See the Millennium Falcon video above!

Outcome

As a result, the brand experienced significant growth and success across key markets. These outcomes highlight the impact of our efforts to connect LEGO with global audiences and maintain its position as a beloved and influential brand.

Pivoted 100 years old company from a plastic toy company into a mixed experience creative play company.

  • Delivered topline growth despite a declining toy market.

  • Increased sales in established markets of the US and Europe.

  • Increased growth in emerging markets of China and Brazil.

  • Achieved #1 branded channel on YouTube.

  • Maintained affinity for LEGO as the world’s most beloved brand.