Most toy manufacturers promote toys, however LEGO advertises what occurs after you open the field. That concept runs via nearly each instance in LEGO advertising and marketing campaigns; from a father-and-son TV spot in 2013 to a 2026 movie the place Messi, Ronaldo, Mbappé and Vinícius Jr. squabble over a brick-built trophy.
The business case for the method is tough to disregard. In 2025 the LEGO Group reported income of DKK 83.5 billion (up 12%) and working revenue of DKK 22.0 billion (up 18%). It additionally says it outperformed a rising toy market and gained share, with robust demand amongst each youngsters and adults. Advertising and marketing isn’t the one purpose, however it’s onerous to separate a model this constant from the campaigns that preserve it that means.
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How LEGO Approaches Advertising and marketing and Promoting
Earlier than the case research, a little bit context. You may’t learn a single LEGO advert correctly with out realizing what the model is attempting to construct round it.
Creativity and Play as Core Model Messages
The LEGO advertising and marketing technique hardly ever sells a set. It sells the sensation of constructing one thing. Rebuild the World (2019) framed the brick as a creativity platform. By no means Cease Enjoying (2025 and 2026) pushed the identical concept additional, arguing that play shouldn’t cease at a sure age. LEGO’s chief product and advertising and marketing officer, Julia Goldin, said their campaigns had been about inventive play for “households and adults alike.”
We imagine that play transcends age; whether or not you’re 8 or 80, it has the outstanding capacity to spark creativeness, construct confidence, and reconnect us with what really issues.
That message sits on prime of analysis. A LEGO-commissioned survey of 20,000 parents and youngsters throughout 10 international locations discovered that 44% of children really feel stress to develop up rapidly and 48% have stopped enjoying with sure issues after being advised they had been infantile. The model message is a response to a measurable stress, not only a good sentiment.
Advertising and marketing to Kids, Dad and mom, and Grownup Followers
LEGO doesn’t have one viewers, and its advertising and marketing doesn’t fake to.
Adults shopping for for themselves made up a couple of fifth of LEGO’s gross sales by 2021, up from 5% 5 years earlier, in line with figures reported by the Wall Avenue Journal. Fortune has estimated that 18+ units are about 15% of the general portfolio. Children, mother and father, youngsters and grownup collectors all get completely different inventive, completely different channels and completely different tones. We unpack that correctly within the target market part under.
Combining Product Advertising and marketing With Model Storytelling
The sample is story first, product as proof.
A soccer movie ends on a trophy you should purchase. A zero-gravity stunt sits subsequent to a NASA-approved lunar lander. A lot of this work comes from inside the corporate: Goldin’s crew included an in-house inventive company when she described it to The Drum, and Adweek reports that the Tom Holland movie was developed by LEGO’s personal company. That’s a giant a part of why the lego model technique feels so constant.
The LEGO Advertising and marketing Combine at a Look
A fast lego advertising and marketing combine view helps body the campaigns:
- Product: a portfolio of greater than 860 products from entry-level units to premium grownup builds.
- Value: a intentionally big selection. The 2026 World Cup assortment runs from $29.99 to $199.99 whereas grownup units can attain a number of hundred {dollars}.
- Place: LEGO.com, LEGO Shops and retail companions, with pre-orders additionally open on Amazon for the World Cup vary.
- Promotion: movies, celeb and creator partnerships, occasions and group platforms, which is what the remainder of this text covers.
Sustainability exhibits up on this combine too, although much less as a standalone advert and extra as a proof level. LEGO says the estimated share of renewable and recycled content material within the supplies purchased to make its bricks rose to 52% in 2025, up from 33% in 2024.
Greatest LEGO Advertising and marketing Campaigns
How We Selected These LEGO Campaigns
We didn’t choose the most-viewed campaigns. We picked those that educate a marketer one thing. 4 filters formed the checklist:
- A transparent inventive concept. In the event you can’t clarify it in a sentence, it’s onerous to be taught from.
- Vary. The checklist spans 2013 to 2026 and speaks to younger youngsters, ladies, avid gamers, soccer followers, mother and father and adults.
- Completely different codecs. Model platform, celeb movie, creator story, leisure launch, partnership and product-led marketing campaign all seem.
- A public report. Each has press releases, commerce protection or company case materials we might verify.
LEGO Rebuild the World Marketing campaign (2019 to current)
- Goal: Give LEGO a world model platform and introduce the model to markets the place bricks weren’t a childhood behavior.
- Target market: Kids and fogeys, with grownup builders included within the message.
- Channels: TV, digital, cinema, out-of-home and reside occasions; later Spotify, e-commerce and LEGO Shops.
Rebuild the World is a model platform moderately than a single advert, which makes the lego rebuild the world marketing campaign the anchor for all the things else on this information. It launched in September 2019 with musician Mark Ronson, a live-action movie, metropolis occasions and an invite for teenagers to share creations on the LEGO Life app.
BETC Paris and The LEGO Company constructed it, and LEGO referred to as it its most bold world model marketing campaign thus far. Brief movies with Ronson, Simone Biles and designer Tomo Koizumi adopted in October. The platform remains to be operating: the 2025 Tom Holland movie is explicitly a part of the annual Rebuild the World marketing campaign.
Why it labored: It gave LEGO one concept versatile sufficient to outlive years of various executions. The phrase “rebuild” matched an actual product reality, since bricks can all the time be taken aside and made into one thing else. So, construct your platform round a product reality, then let every marketing campaign change the story with out altering the thought.
Everybody Needs a Piece (2026)
- Goal: Personal the soccer second across the 2026 World Cup and launch a collectible vary forward of the Might 1 launch.
- Target market: Soccer followers, younger followers and households, and collectors.
- Channels: Instagram (the movie went reside April 2), athlete-owned accounts, LEGO.com and Amazon pre-orders, plus native occasions.
This can be a celebrity-led movie tied on to a product launch. Within the 60-second spot, Messi, Ronaldo, Mbappé and Vinícius Jr. sit round a desk, every attempting to plant their very own minifigure on a brick-built World Cup trophy, till a younger boy steps in and finishes the job.
The faces had been digitally positioned onto doubles so all 4 seem in a single room. Native activations prolong it: Golazo Manufacturers ran a Belgian college competitors reaching 4,701 schools, plus a Fan Village, and Bangkok hosted a mall occasion from 18 to 23 June 2026 with picture and “wall of fame” zones.
Why it labored: The celebs did the eye work and the child did the model work. Messi’s submit of the advert reportedly gained 17 million likes and greater than 180 million views in a day. Ending on a baby moderately than a footballer put LEGO’s message, that everybody will get to play, inside a spot that might have been pure star energy. The product was a part of the story as a substitute of an afterthought, and the units got here with hidden particulars and collectible touches that gave followers a purpose to purchase.
While you borrow fame, give the viewers a job within the story so your message survives the star energy.
Jason Momoa’s Plans to Get the World Enjoying! (2026)
- Goal: Put a quantity and a face on the “play deficit” and get households enjoying collectively.
- Target market: Dad and mom and households, plus a wider grownup viewers.
- Channels: On-line movie, PR and social, tied to World Play Day.
This can be a public-service-style movie inside By no means Cease Enjoying. Jason Momoa is launched as the latest LEGO “Playmaker” and pitches a masterplan to a room of LEGO characters, centred on the easy “brick click on” of snapping two bricks collectively. The movie runs shut to a few minutes.
Why it labored: It turned a delicate concept into an issue with a measurement. The mock-corporate setup let LEGO keep humorous whereas saying one thing severe about screen-heavy household life, and the “brick click on” gave viewers an motion sufficiently small to do this night.
By no means Cease Enjoying, ft. Tom Holland (2025)
- Goal: Push again on stress to develop up and prolong play to teenagers and adults.
- Target market: Children, teenagers, mother and father and adults.
- Channels: A brief movie, LEGO.com and social, plus a bodily exhibition at LEGO Home.
Within the two-minute movie, set to AC/DC’s “Excessive Voltage,” Tom Holland, greatest identified for his position as Spider-Man, clicks two bricks collectively and turns right into a collection of characters, together with an athlete, an innovator and an uptight boss who has forgotten learn how to have enjoyable.
On a quest to rebuild the world with play, one LEGO brick at a time.
Los Pérez directed via Biscuit Filmworks. Props from the movie, together with the brick-built soccer and a {custom} Botanicals go well with, went on present at LEGO Home from September 2025.
Why it labored: The concept got here from an actual stress, and the analysis gave the press one thing concrete to report: 44% of kids feeling stress to develop up and 48% having stopped enjoying after being referred to as infantile. The tone, a rock soundtrack and quick character adjustments, spoke to teenagers and adults who’d roll their eyes at a traditional toy advert. The exhibition carried the movie into the actual world.
LEGO Lunar Lander Unboxing in Zero Gravity w/ Astronaut Mike Massimino (2019)
- Goal: Promote the LEGO Metropolis Area vary whereas the model marked the fiftieth anniversary of the Moon touchdown.
- Target market: Children and households, house followers, and grownup collectors (for the Lunar Lander).
- Channels: LEGO’s YouTube channel and social, with posts flagged as paid partnership.
This can be a stunt-led product video. Former NASA astronaut Mike Massimino unboxes and builds the Metropolis Mars Analysis Shuttle aboard Novespace’s Air Zero G airplane, the place temporary weightless intervals ship items flying across the cabin. It sits alongside the 1,087-piece NASA Apollo 11 Lunar Lander, which launched on June 1, 2019 at $99.99 a life-size astronaut constructed from 30,000 bricks, and a Scholastic partnership to ship 50 youngsters to NASA Area Camp.
Why it labored: The product’s most relatable annoyance turned the leisure. Anybody who has misplaced a tiny piece underneath the couch understood the joke without delay, and Massimino lent the stunt actual credibility. It additionally labored as one beat in an even bigger Apollo story, so the stunt had context.
I Constructed My First WORKING Prosthetic Arm Out of LEGO In One Week (2019)
- Goal: Present what constructing with LEGO makes doable for an actual particular person, advised in a creator’s voice as a substitute of the model’s.
- Target market: Teenagers, younger adults and fogeys, particularly anybody interested by engineering.
- Channels: YouTube and social, amplified by worldwide press protection.
This can be a creator-led story moderately than an advert. Aguilar, who goes by Hand Solo, was born with out a proper forearm and constructed his first LEGO arm at 9. Guinness World Information recognises him for the primary useful LEGO prosthetic arm, accomplished in 2017 with bricks from a Technic helicopter set. He shared a free video explaining learn how to construct and program his newest arm.
Why it labored: The bricks had been the software, not the pitch. No person needed to be advised that LEGO is inventive, as a result of a youngster’s working arm confirmed it. As a result of Aguilar advised the story in his personal phrases, it prevented the polish that makes model tales really feel staged, and the press picked it up with out being requested.
So, when the story is greater than the product, step again and let the particular person inform it.
Girlz – LEGO Buddies (2016)
- Goal: Deepen LEGO Buddies with ladies by constructing a narrative world across the units, 4 years after the road launched.
- Target market: Women and their mother and father.
- Channels: An animated movie, a music video, TV adverts and an app.
Girlz is an entertainment-led marketing campaign. LEGO Buddies: Girlz 4 Life was the road’s first film, launched in March 2016. Its plot follows 5 buddies whose hit track “Girlz” is stolen by a pop star’s supervisor. The DVD launch included the official “Girlz” music video, so the track might reside past the movie.
Why it labored: Characters with names and personalities, a track that might journey past the toy aisle and a plot the units might act out gave the road extra attain than product demos alone.
Encourage Creativeness and Preserve Constructing (2015)
- Goal: Attain ladies with a message about creativity moderately than gender.
- Target market: Women and, simply as importantly, their mother and father.
- Channels: A 60-second spot made with Union Made Inventive.
Encourage her to make use of her creativeness and watch her #KeepBuilding wonderful creations with LEGO® bricks- since you taught her learn how to assume and dream.
That is an emotional model movie that shifts the dialog from “ladies’ toys” to unbiased youngsters. A woman builds with LEGO whereas a voiceover thanks a dad or mum for educating her to assume and dream, earlier than she makes one thing to make them proud. Marketing campaign’s studying was that LEGO isn’t a toy for boys or for women, however for unbiased youngsters.
Why it labored: It modified the query. As a substitute of including one other product vary for women, it spoke to what youngsters and fogeys already valued, and it landed on the parent-child bond that makes each teams care.
LEGO Dimensions (2015)
- Goal: Enter the toys-to-life recreation class and produce older youngsters again to bricks.
- Target market: Players and households, plus followers of the franchises concerned.
- Channels: Announcement and launch trailers, teaser movies with actors, a weekly YouTube present and retail starter packs. Advertising and marketing was led largely by Warner Bros. Interactive, with LEGO as a detailed associate.
LEGO Dimensions is a product-and-entertainment launch the place bodily minifigures unlock characters in a online game. It introduced collectively 14 franchises, together with DC Comics, The Lord of the Rings and The Simpsons. The $100 starter pack included Batman, Gandalf and Wyldstyle. A teaser had Christopher Lloyd reprising Doc Brown, and a weekly YouTube present kicked off forward of the late-September launch with a starter-pack unboxing.
Why it labored: The franchise crossover was the hook. It let gamers combine worlds that might by no means in any other case meet, and it gave individuals a bodily purpose to maintain shopping for, as a result of each new minifigure unlocked extra play. The trailers additionally leaned on nostalgia for fogeys and spectacle for teenagers.
Let’s Construct (2014)
- Goal: Re-establish LEGO on UK TV with its first model marketing campaign there in three many years.
- Target market: Households, with mums because the emotional focus.
- Channels: Prime-time TV (the X Issue slot on 2 November), video on demand, digital and PR.
Let’s Construct is an emotional household movie. Amsterdam company WE ARE Pi advised a narrative a couple of father and son discovering the inventive potential of LEGO collectively. The advert builds humour from small home moments reminiscent of bedtime arguments and disliking Brussels sprouts.
Why it labored: It spoke to the decision-maker. The marketing campaign was designed to maneuver mum emotionally by exhibiting the household bonding over play, and it ran the place households watched collectively. The identical period exhibits how broad LEGO’s model work was: for The LEGO Film, a UK advert break was recreated solely in LEGO and delivered a return on advertising and marketing funding of 5.96 for Warner Bros.
LEGO’s Model Collaborations and Partnership Campaigns
Collaborations are one of many clearest methods LEGO stands aside from different toy manufacturers. However licensing and real co-marketing are various things, and it helps to maintain them separate. A license places another person’s characters on LEGO units. A partnership marketing campaign builds shared media, occasions or content material round each manufacturers. For every collaboration under, we ask the identical query: which new viewers or second is it attempting to succeed in?
Leisure and Franchise Partnerships
Leisure themes carry actual weight. Enterprise Insider famous that Star Wars and Harry Potter had been amongst LEGO’s best-selling themes in 2024, each fashionable with adults.
LEGO Dimensions, coated above, took the thought additional by mixing 14 franchises in a single recreation. The FIFA partnership sits in an identical house however goes past product: the official trophy set has 2,842 pieces, and the model wrapped it in a movie, occasions and college activations.
How Collaborations Assist LEGO Attain New Audiences
The neatest a part of LEGO’s partnership technique is that every associate brings a special door into the model:
- FIFA and the 4 footballers: soccer followers and households who might not go to the toy aisle.
- NASA: house and STEM followers, plus adults who need a show piece.
- Pharrell Williams: music, vogue and tradition audiences. SoFi additionally lists Method 1 amongst LEGO’s current partnerships aimed toward adults.
- Warner Bros. video games: avid gamers who’d by no means browse a LEGO catalogue.
By matching every associate to a definite viewers, LEGO avoids a standard entice: collaborations that simply recycle the identical followers.
Case: Pharrell Williams and Over the Moon (2024)
As chances are you’ll know, this collaboration blends product design, movie, PR and experiential advertising and marketing. Over the Moon (10391) is a 966-piece house shuttle. It contains seven minifigure pores and skin tones, the widest vary LEGO had put in a single product, and 51 minifigure heads, greater than 30 of them new.
It’s tied to PIECE BY PIECE, a Pharrell biopic advised via LEGO animation and directed by Morgan Neville. The Los Angeles expertise, open for a single day, supplied construct areas, a make-and-take minifigure zone, a custom-shirt space and a minifigure maker that additionally lives on-line. The partnership additionally extends to Pharrell’s non-profit YELLOW and a LEGO Construct the Change problem.
So, why is that collaboration so necessary for the advertising and marketing world? Really, the product carried the values completely. Illustration was constructed into the bricks, the movie gave the collaboration cultural attain past the toy aisle, and the non-profit hyperlink added objective. Williams framed it as a baby enjoying with bricks who grew as much as inform his personal story in LEGO animation, which is strictly the nostalgia-to-creativity bridge the model needs adults to cross.
Case: Mark Ronson X LEGO Bricks (2020)
On this 2019 extension of the LEGO Rebuild the World marketing campaign, producer Mark Ronson turned the method of singing into one thing you possibly can nearly see and contact.
Within the recording studio, Ronson used LEGO bricks to symbolize the person elements of a track; a beat fashioned the muse,then a bassline arrived. Chords and melody had been layered on prime. You may add, transfer, change, or mix every bit with one other, very like bricks in a LEGO construct.
Ronson can also be a wise selection for the LEGO target market as a result of his position does greater than present celeb recognition. He has a reputable relationship with creativity itself.
Bricks are bodily, so experiential advertising and marketing isn’t a stretch for LEGO.
Interactive Occasions and Pop-Up Experiences: Play Is Your Superpower (2024)
Play Is Your Superpower is a world marketing campaign that localises via experiences.
In Paris, the free Superpower Studios gallery at La Gaîté Lyrique used timed reserving slots and was led by Colette founder Sarah Andelman with artists Aurélia Durand, Chen Fenwan and Ekow Nimako. Inventive company Publicity partnered on it. In China, the marketing campaign created what LEGO referred to as the world’s most playable library, with three themed zones.
Why it labored: It took play to locations adults hardly ever anticipate it. An artwork gallery and a library are severe areas, so filling them with youngsters constructing issues made the message seen. Supporting analysis gave it weight: 83% of parents see play as a strategy to rejoice variations, and 90% of children aged 5 to 12 agree it’s one of the best ways to be taught and specific themselves. The Paris areas had been vibrant and constructed to be photographed, so guests helped distribute the marketing campaign.
Turning Customers Into Marketing campaign Contributors
LEGO’s greatest experiential work places participation on the centre. In Paris, youngsters constructed LEGO “seeds” to develop a want forest and an interactive Remix Room let guests mix and repaint an artist’s work. In Belgium, lessons competed to construct their soccer dream, and the Bangkok occasion invited followers so as to add to a shared masterpiece. The precept is easy: when individuals make one thing, they turn out to be a part of the marketing campaign as a substitute of an viewers for it.
LEGO Concepts and Group-Led Advertising and marketing
LEGO Concepts is community-led advertising and marketing at its most structured. In its first ten years, greater than 1,000,000 members submitted over 26,000 product ideas, and 23 units reached the cabinets. Initiatives that collect 10,000 supporters get thought of for manufacturing. That makes the group a product crew, a advertising and marketing channel and a supply of tales, .
Connecting Bodily Experiences With Digital Campaigns
LEGO normally provides each bodily second a digital doorway. The Le Florist truck tour got here with a free on-line workshop led by florist Jeff Leatham for anybody who couldn’t go to.
The LEGO Botanicals Le Florist Flower Truck is touring the globe, celebrating all types of love— from soulmates and besties, to favorite colleagues and self-lovers—on the again of a 51%’ surge in social media discussions round individuals feeling disconnected with their family members on the finish of 2024.
The Pharrell expertise’s minifigure maker additionally exists on-line. What’s extra, the unique Rebuild the World launch requested youngsters to share builds on the LEGO Life app. So, the sample is price copying: don’t let your occasion be just for the individuals who might attend.
How LEGO Makes use of Nostalgia and Grownup-Targeted Advertising and marketing
That is the part most helpful to entrepreneurs outdoors the toy business. LEGO has spent years studying learn how to promote one thing related to childhood to people who find themselves nicely previous it.
Advertising and marketing LEGO to Adults
The market backs the technique. Circana found that adults aged 18 and over purchased $1.5 billion of toys from January to April 2024, overtaking the three to five age group as the largest purchaser section, and that about 43% of adults had purchased a toy for themselves previously yr.
LEGO’s response has been sensible. Each set aimed toward grownup followers carries an 18+ tag and sits in additional understated black packaging. Julia Goldin, Lego’s chief product and advertising and marketing officer, said concerning LEGO’s goal market:
We determined to concentrate on adults as a result of we realized that we had a a lot larger alternative than we had been tapping into.
The 18+ labelling removes that excuse.
What’s extra, Wall Avenue Journal evaluated LEGO’s addressing to adults as follows:
Lego has doubled the scale of its vary concentrating on individuals over the age of 18 because it launched in 2020, and has made a collection of adverts aimed toward older builders with the slogan “Adults Welcome.” The very best half from the corporate’s perspective? Adults can pay grown-up costs that youngsters might solely dream of.
Now, LEGO has 142 units designed for grown-ups.
Nostalgia as an Promoting Technique
Nostalgia advertising and marketing is particularly helpful as a result of LEGO can set off it with out trapping itself previously.
An grownup might acknowledge the constructing ritual from childhood whereas establishing a set primarily based on a present movie, Method 1 automobile, botanical association, architectural landmark, or gaming franchise.
In different phrases, the conduct can really feel nostalgic even when the product doesn’t.
LEGO Concepts explicitly makes use of this dynamic too. Its 2025 “Twist of Nostalgia” problem requested individuals to reinterpret favourite childhood units with trendy concepts and generated greater than 750 submissions.
For manufacturers with lengthy histories, that could be a helpful distinction. Nostalgia turns into extra attention-grabbing when shoppers can do one thing new with an previous feeling.
LEGO Botanicals and Way of life-Oriented Campaigns: Le Florist (2024 to 2025)
As we talked about above, Le Florist is a way of life marketing campaign that mixes experiential retail with influencer advertising and marketing. Within the first part, LEGO’s London retailer was rebuilt right into a florist for Valentine’s Day underneath the “Preserve It Recent” concept with podcast hosts Jamie Laing and Sophie Habboo as creator companions.
In 2025 it turned the Le Florist Flower Truck, visiting New York, Toronto, London, Paris, Milan, Hamburg and Amsterdam with free workshops, and constructed on a 51% rise in social dialog about individuals feeling disconnected from family members. Florist Jeff Leatham fronted an internet workshop for many who couldn’t attend
It began from an trustworthy perception, that the majority adults didn’t know LEGO made units for them. These days, a large number of “adults” purchase Botanicals and even they do LEGO dates and share these honest moments on social media (nice UGC!):
Turning Toys Into Collectibles and Items
Collectible and present positioning depends on two issues: an event and show worth. The Icons Bouquet of Roses and Tiny Crops had been amongst the most popular toys purchased by adults, and The Each day Upside factors to influencer-friendly $50 flower bouquets as romantic presents.
The FIFA vary does the identical job for sport: the Ronaldo set features a collectible plaque and hidden particulars.
Valentine’s Day and the World Cup give individuals a purpose to purchase now.
LEGO’s massive model concepts journey nicely on-line as a result of they’re constructed round visuals, participation and brief emotional beats. On this part, we’ll take a look at how the campaigns above transfer throughout platforms.
Video Storytelling and Digital Promoting
YouTube is LEGO’s long-form residence. An company associate that has managed the worldwide channel since 2014 studies development from 294,000 subscribers to 19.7 million, throughout greater than 200 international locations and 43 languages. The identical supply notes that YouTube and LEGO adopted COPPA tips for youngsters’s content material in 2019. The close to three-minute Momoa movie and the two-minute Holland movie each present LEGO treating on-line video as a storytelling format, not a trailer slot.
Social Media Campaigns and Inventive Content material
The World Cup movie exhibits what social-first launches can do, with Messi’s submit alone reportedly reaching greater than 180 million views in a day.
On the different finish of the size, the 2020 Let’s Construct Collectively marketing campaign existed to help households throughout lockdown moderately than to promote. LEGO’s head of social studio said there was no robust business part, and that the crew intentionally moved quick as a substitute of manufacturing a refined TV spot.
In January 2025 LEGO additionally launched @LEGOBuilds on Instagram, a channel for builders, to steer informal followers deeper into the passion, alongside the primary @LEGO account that had greater than 11 million followers.
Influencer and Creator Collaborations
LEGO makes use of two sorts of creators:
- The primary are celeb Playmakers reminiscent of Holland and Momoa, who entrance massive model movies.
- The second are creators with an actual connection to the product or the story, like Hand Solo and the Le Florist companions.
The ecosystem is already enormous: IZEA counted 283 million TikTok posts utilizing the key phrase Lego. While you work with creators on a youngsters’ product, keep in mind that disclosure and age guidelines apply, which we cowl within the viewers part under.
Consumer-Generated Content material and Fan Communities
A very powerful digital concept in LEGO’s playbook is the chain from marketing campaign concept to group. Right here is the way it performs out throughout 4 examples:
| Marketing campaign Thought | Viewers Participation | Consumer-Generated Content material (UGC) | Group Engagement | |||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
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Rebuild the World International Marketing campaign |
Children are invited to rebuild their world and share it on the LEGO Life app | Shared builds and problem entries | Metropolis occasions the place youngsters and adults construct collectively | |||||||||||||||||||
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Play Is Your Superpower Interactive Artwork |
Kids construct LEGO seeds and remix an artist’s work in Paris | Images and creations from areas designed to be photographed | Free, bookable household periods | |||||||||||||||||||
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Le Florist Experiential Workshop |
Guests make their very own LEGO stems at workshops | Attendee and influencer social posts | A web-based workshop for individuals who couldn’t attend | |||||||||||||||||||
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LEGO Concepts Co-Creation Platform |
Followers submit and vote on product ideas | Greater than 26,000
None of those campaigns hopes that followers will submit; each provides them one thing to make first. Who Is LEGO’s Goal Viewers?In the event you’re trying to find the LEGO target market or LEGO goal market, the trustworthy reply is that there isn’t only one. Completely different campaigns reply completely different wants, and the model is cautious to not blur them.
What Entrepreneurs Can Study From LEGO Promoting CampaignsGeneric recommendation like “inform a narrative” doesn’t assist anybody. Listed below are classes particular sufficient to behave on, grouped by the crew that might use them. For inventive businesses
In the event you’re on the lookout for inventive businesses to show an concept like this right into a marketing campaign, temporary them on the stress and the viewers’s position first. For branding businesses and model technique groups
associate amongst branding businesses will help outline the product reality your platform ought to relaxation on. For social media businesses
If group and creators are central to your plans, social media advertising and marketing businesses with actual creator and group expertise are price shortlisting. Ceaselessly Requested Questions About LEGO Advertising and marketing Campaigns1. What are LEGO’s most well-known advertising and marketing campaigns?The very best identified embody Rebuild the World (2019), Play Is Your Superpower (2024), By no means Cease Enjoying (2025 and 2026) and Everybody Needs a Piece (2026). Le Florist and the Pharrell Williams collaboration are additionally extensively cited, as is The LEGO Film’s ad-break takeover within the UK. 2. What’s LEGO’s advertising and marketing technique?Principally via model movies, partnerships with celebrities and creators, social media, YouTube, pop-up experiences, in-store occasions, and tie-ins with leisure, sport and tradition manufacturers. The product tends to point out up on the finish of a narrative moderately than in the beginning. 3. How does LEGO promote its merchandise?LEGO advertises via model movies, celeb and creator partnerships, social media, YouTube, pop-up experiences, in-store activations and collaborations with leisure, sport and tradition manufacturers. Merchandise normally seem because the payoff to a narrative, not the opening shot. 4. Who’s LEGO’s target market?There are 4 primary teams: youngsters and fogeys, grownup followers and collectors, leisure and franchise followers, and present patrons. Adults shopping for for themselves made up roughly a fifth of sales by 2021. 5. Why is LEGO’s Rebuild the World marketing campaign important?It was LEGO’s first conventional model marketing campaign in round 30 years and it turned a sturdy platform. The 2025 Tom Holland movie nonetheless sits underneath the identical banner. 6. How does LEGO use social media advertising and marketing?For large movie launches, creator collaborations and constructing a group. The World Cup movie is an efficient instance: Messi’s submit alone handed 180 million views in a day, in line with euronews.com. There’s additionally the Le Florist influencer work, and the @LEGOBuilds channel, which is aimed toward extra devoted followers. 7. How does LEGO market its merchandise to adults?It makes use of 18+ labels and black packaging, nostalgic franchises, and grown-up strains like Botanicals and Icons. It additionally runs experiences reminiscent of Le Florist, which LEGO’s personal case entry says earned 1.1 billion in world attain. 8. What can manufacturers be taught from LEGO promoting campaigns?Construct platforms as a substitute of one-off campaigns, begin from actual viewers tensions, give individuals a job within the story, match companions to new audiences and design participation from the beginning. Be trustworthy about which ends up you possibly can really measure.
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