LEGO, a case study in brand durability and marketing success
What can we learn from LEGO about building a brand that lasts?
If you were to ask most people for a list of their favourite childhood toys, the likelihood is LEGO will be on that list somewhere. In theory Lego is a very simple toy made up of building blocks and figurines - but in reality LEGO is much much more than just that.
Through a combination of innovation, nostalgia, and customer-centric marketing, LEGO has managed to stay relevant and grow its brand in an ever-changing world. From interactive marketing campaigns to strategic collaborations, LEGO has built a brand that connects with audiences of all ages. Here’s a look at what we can learn from LEGO’s marketing success and how these strategies can be applied to your business.
Broadening the target audience
LEGO’s success lies in its understanding that its audience goes beyond just children. Although LEGO is a toy brand, it has tapped into the adult market through sets designed for older enthusiasts, like the LEGO Architecture and Technic lines, as well as special adult-oriented sets tied to nostalgic franchises like Star Wars and Harry Potter. LEGO recognises the passion of adult fans and has embraced this, offering them products and experiences that resonate with their interests.
What We Can Learn:
Expanding beyond your initial target audience can create new growth opportunities. By understanding who else might find value in your brand and developing offerings tailored to their needs, you can increase brand loyalty and grow your market share. A broader audience can also strengthen your brand’s versatility and longevity.
2. Storytelling and nostalgia
LEGO understands that nostalgia is a powerful emotional trigger, especially for adult customers who grew up playing with LEGO. Many of LEGO’s marketing campaigns, like those surrounding licensed franchises such as Star Wars, Marvel, and Harry Potter, tap into nostalgic stories and characters. By bringing beloved stories to life through LEGO sets, the brand creates a bridge between past and present, connecting with audiences on a personal level.
What We Can Learn:
Storytelling is one of the most effective ways to forge a connection with your audience. Consider how your brand can tap into nostalgia or tell stories that resonate with customers’ experiences or memories. Story-driven marketing can elevate your brand from a transactional relationship to an emotional one, fostering loyalty and engagement.
3. Immersive brand experiences
LEGO is a master at creating immersive brand experiences that go beyond the product itself. The LEGO Store isn’t just a retail outlet; it’s an experience where customers can explore giant LEGO sculptures, engage in building stations, and participate in exclusive events. Additionally, LEGO’s theme parks and the LEGO House in Denmark offer interactive spaces where fans can experience the brand’s creativity and playfulness firsthand. The company even ventured into movies with The LEGO Movie, bringing the LEGO brand to life on the big screen in an innovative way.
What We Can Learn:
Creating an immersive brand experience encourages customers to interact with your brand on multiple levels. Businesses should consider how to create unique experiences, whether through pop-up events, interactive stores, or digital experiences, that leave a lasting impression. These experiences make customers feel part of the brand and often generate word-of-mouth marketing.
4. Brand partnerships
LEGO has successfully collaborated with major franchises like Star Wars, Harry Potter, Marvel, and Friends, creating themed sets that appeal to diverse fan bases. These collaborations have helped LEGO remain relevant and reach new audiences while staying true to its brand identity. LEGO also collaborates with artists and creators in the LEGO Ideas program, where fans submit ideas for new sets, and popular submissions are turned into official products.
What We Can Learn:
Strategic partnerships can amplify your brand’s reach, appeal, and credibility. Collaborate with brands, influencers, or artists that align with your brand values and can help you reach new segments of your audience. Additionally, giving your audience a say in product development, like LEGO does with LEGO Ideas, can deepen engagement and loyalty.
5. User-Generated content and community engagement
LEGO has cultivated a strong, passionate community around its brand, actively engaging with fans on social media and through the LEGO Ideas platform. LEGO Ideas allows fans to submit their own designs for potential production, encouraging customers to be co-creators. This community-driven approach makes fans feel like an integral part of the brand’s evolution and allows LEGO to tap into a wealth of creativity and enthusiasm from its audience.
What We Can Learn:
User-generated content and community involvement foster a sense of belonging and pride among customers. Encourage customers to share their experiences, ideas, and creativity with your brand and showcase their contributions. This approach not only generates valuable content but also creates a loyal community that feels personally invested in your brand’s success.
6. Quality and consistency
LEGO’s unwavering commitment to quality is another key factor in its success. LEGO bricks are known for their durability, precision, and consistent quality, which has allowed the company to maintain a reputation as a premium brand for generations. Each brick produced today fits perfectly with bricks made decades ago, reinforcing the brand’s commitment to consistency.
What We Can Learn:
Quality and consistency build trust. When customers know they can rely on your brand, they’re more likely to become repeat buyers and advocates. Invest in quality products, reliable services, and a consistent brand experience to build a reputation that keeps customers coming back.
7. Educational content
LEGO is well aware that play and learning go hand in hand, which is why it has created a range of educational products like LEGO Education, a line designed to help children learn science, technology, engineering, and maths. LEGO also regularly publishes content that emphasises the developmental benefits of its products for young children. This focus on education has helped LEGO become a brand that parents trust for quality toys that are both fun and enriching.
What We Can Learn:
Providing educational content adds value to the customer experience and strengthens the brand’s reputation. If your brand can educate, inform, or inspire customers, you build additional value beyond the product itself. Consider offering how-to guides, workshops, or educational resources that can help customers gain more from their interactions with your brand.
8. Reinvention
LEGO has had its share of challenges, including near bankruptcy in the early 2000s. Instead of giving up, LEGO re-evaluated its product lines, refocused on core strengths, and embraced customer feedback. This reinvention ultimately saved the company, and LEGO has continued to innovate and adapt to market changes since. Today, the company is stronger than ever, consistently ranking among the most valuable brands in the world.
What We Can Learn:
Adaptability and resilience are essential qualities for any successful brand. Being open to change, embracing feedback, and pivoting as needed can help your brand survive and thrive even in difficult times. Regularly reassess your strategy, products, and brand messaging to ensure they align with current customer needs and market conditions.
Key takeaways for your business
Know Your Audience (and expand it): Understand who your core audience is, but also look for ways to expand your reach and appeal to new customer segments.
Tell a story: Use storytelling to build an emotional connection with your audience. Tap into nostalgia, shared values, or universal experiences to resonate more deeply with customers.
Create experiences: Find ways to make your brand an experience through events, immersive retail spaces, or interactive digital content.
Collaborate strategically: Partner with other brands, influencers, or organisations that can help you reach new audiences and add credibility to your brand.
Engage with your community: Embrace user-generated content, invite customer feedback, and build a community that feels like a part of your brand.
Prioritise quality and consistency: Maintain high standards to build trust and encourage repeat customers.
Add educational value: Go beyond the product by offering educational resources or value-added content to enhance the customer experience.
Be resilient and adaptable: Stay open to change, embrace feedback, and pivot when necessary to stay aligned with market needs.
Conclusion
LEGO has built an extraordinary brand by staying true to its values, understanding its audience, and constantly evolving to meet new challenges and opportunities. By blending innovation with tradition, storytelling with community-building, and quality with purpose, LEGO has become one of the most beloved brands in the world. Businesses can learn much from LEGO’s marketing approach—embrace your audience, stay adaptable, and always look for ways to connect with customers on a meaningful level. By doing so, you can create a brand that stands the test of time.