Back in 2003, LEGO was in deep 💩 and $800m in debt…But 20 years on, they’re now part of the establishment and one of the most recognisable brands on the planet! How did they turn it around? Well, it has something to do with them building the Lego community.
THEY FOCUSED ON 3 THINGS THAT TURNED THINGS AROUND:
LEGO Star Wars, Harry Potter, TMNT…
With their first foray into licensing – you could say it was a financial disaster… but like all investments, they had to wait it out and try taking new action to turn it around. They lost a lot of money from the initial Star Wars licensing from 1999, however, once they started co-promotions with their LEGO Star Wars video games (and later Batman, Harry Potter etc…) the cash well and truly started to roll in!
Positioning of a Legacy brand (with a bit of luck too…)
If you were a kid growing up in the 1970s and 1980s – there was a super high chance you were playing with LEGO. But you’d normally have to wait until birthdays or Christmas to get new sets. Again, by playing the long game, when the 2000s rolled around, these original players had grown up, and now had jobs and high disposable income. Lego positioned some of their new desirable, expensive sets at this market and this again led to a sales boom! (with another wave coming a few years later once these new parents wanted to pass on their love of LEGO to their own kids)
SUPER STRONG LEGO COMMUNITY-LED TACTICS
🧱 In 2008, LEGO introduced LEGO Ideas (formerly Cuusoo). Fans could now design their own LEGO sets, and if they garnered 10,000 supporters, LEGO would turn them into real sets. This was incredible crowdsourcing creativity and created mass collector desire, demand and mini Product Market fit every time! 🙌
🏆 In 2012, LEGO gave us “LEGO Rebrick.” Imagine contests, challenges, and build-offs where fans could win exclusive sets. It was like LEGO Olympics for builders and really brought fans inside the business! 🏅
💬 LEGO Message Boards…our trusty old forum friends, have been around for ages. Fans chat about LEGO themes, creations, and more. LEGO’s secret sauce? Active moderation to keep it a happy place. 😊
📷 LEGO are masters at the social media game! They share stunning visuals, feature fan creations, and even host contests
🤝 The LEGO Ambassadors program represents fans globally, bridging the gap between LEGO and its fan community
So LEGO community tactics are an epic tale of long-term loyalty, innovation, and bricks-turned-clicks. It’s not just about building sets; it’s about building connections! 🤗
📈 The Moral of the Story? LEGO’s commitment to its fans has created an empire where creativity reigns supreme – it’s not always been easy, but every action they now make in terms of licensing, product releases and especially community, compounds to strengthen their brand year on year!