LEGO is not just for children: now it also points to adults and the gene generation
LEGOthe company known for its construction blocks and toys, is expanding its market. For a long time the brand was mainly recognized by Its popular toys with which children spent hours of funbut now the bet has changed. The brand recognizes that its traditional space has been limited and, therefore, considers necessary to open to new audiences.
That is why LEGO has opted for a new strategy, where the game expands in a much broader fan, and includes to adults and generation zwho have demonstrated the power of the “love brand” in these targets.
As detailed by German magazine horizona study in charge of the brand, showed that 40% of children in Germany feel that adults do not consider their needs in cities designfigure that increases to 44% in Berlin.
The game is key to all ages
Julia Goldhammer, General Director and Vice President of Lego for Central Europe, said: «Cities are designed by adults for the daily life of adults. However, the game is essential for the happiness and development of children. And adults also benefit from a dose of lightness and creative fun in their daily lives.
This last sentence presents Lego as a brand that not only thinks about child well -being, but also Offer creative experiences to adults.
New products and ambassadors for an adult audience
The objective of expansion to new Lego audiences is not a novelty. The brand has already presented products aimed at collectors and adultslike their Sets of flowers, architectural works and all kinds of replicas. But now, the brand increases the bet, and looks for ambassadors with great reach between the youth and adult public, such as the Bayern soccer player of Munich, Thomas Müller, Nickname Give Germany a new impulse for greater fun and to encourage everyone to give more freedom to the game and creativity.
LEGO wants to collaborate more with influencers
To connect with the Z generation, LEGO has taken a turn in its marketing strategy, prioritizing collaboration with influencers and content creators. Theresa Silbereisensenior marketing director for the Dach region, explained: «We observe how Our target audience is changing dramatically. Generation Z, for example, that will be our buyers of the future, is no longer so easy to contact through traditional communication channels. Besides, They have different content needs. They want to listen to authentic stories. And, of course, this continues to work through traditional brand messages ».
Lego breaks with traditional advertising
LEGO has used for years brand brand and traditional advertising, relying on formats such as audiovisualwith examples such as “The Lego movie” or the animated series «LEGODreamzzz». However, to reach new audiences, this formula shows limitations, since adults and young people seek more authentic and less controlled connections.
Theresa Silbereisen acknowledges that the brand must play more with creativity: «We have the experience for Evaluate where there is a good brand affinity with the creators. And, of course, we must also strive to get a good briefing. But from there, we must trust that creators know better what works on their channel and generate the best interaction rates.
More set sets for all ages
The brand continues to develop sets that attract both children and adults, from thematic collections and LEGO Star Wars, LEGO Marvel o Harry Potter even more adult proposals, such as your set Art Love For couple crafts. He even thought for fans of the saga Dusk With the Cullen vampires house as a collection.
The brand seeks that young adults choose Lego as A creative and decorative option, not only as a children’s toy. To address this audience, the company will seek to connect through campaigns in social networks and will collaborate with influencers to attract the attention of young people.
