Management / What makes LEGO the most powerful toy brand in the world?
What makes LEGO the most powerful toy brand in the world?
3 December 2018 |
Created by Ole Kirk Kristiansen in Denmark in the 1930s, LEGO’s plastic building blocks have been popular with kids ever since. In a market where toys come and go, what is the secret behind its success?
“There is so much data out there. For us it is really about listening to our little consumers a lot. This is where LEGO is very different from other brands, because our shoppers are adults [but] our consumers are kids. [They] are actually really hard critics. It’s great. You know when you ask them a question that they will give you a clear answer and direction.”
Of course, says Sutch, this doesn’t mean data from adults is not important, as they’re usually in charge of the purse strings when it comes to what toys their children get to play with, and LEGO also wants to better understand their part in the purchasing decision. “We do a lot of insight generation from a shopper point of view,” she explains. “As a shopper, you can have different mindsets, needs and motivations when you are buying toys.”