LEGO’s Incredible Marketing Strategy

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LEGO’s Incredible Marketing Strategy

The LEGO Company has been making great moves lately, moves that are building the online presence of the company and rewarding loyal customers.

I remember playing with Lego’s as a child and they provided hours of entertainment – I’m very glad to see that the company and the Lego is healthy and growing, especially in this age of computers. Lego’s were one of the first toys I bought for my kids as I think it’s fantastic for childhood development and creativity skills.

From The Long Tail, LEGO has done many other things than simply selling a product, which they do well. They have invited participation from customers who become a limitless supply of product designers. The LEGO Designer allows people to create their own model, share it and purchase it. As a result there are thousands of customer-created models in all kinds of categories, and the Lego Designers choose their favorites to feature on the site.

The cover story of Wired last February, LEGO opened up development of Mindstorm Robotics. Lego started by open sourcing the Mindstorm NXT software – the core component of the robotics toolset. Coming later this summer, Lego will also release Firmware code for Software, Hardware and Bluetooth Developer Kits.

This is an amazing story of how a toy company started with a simple product and grew to take advantage of the technology of the age. Not only the technology but they have and increased their audience from children to those of us children that haven’t yet grown up.

About the Author:

Matt has taught Google employees how to understand and use Google Analytics, consulted with Experian on how to present data, developed online marketing training for both Proctor and Gamble and Johnson & Johnson and presented analytics methodologies to Disney, ABC & ESPN. As founder of SiteLogic, Matt teaches marketers how to create measurable and profitable strategic marketing plans.


  1. Barry Welford May 3, 2006 at 12:11 pm - Reply

    Thanks for surfacing that, Matt. I think it’s yet another example of the major force of the Internet, making connections. I’m sure Lego creates great product identification. Makes me wonder (I don’t have the time to check) but how is Meccano coming along. That was an even more addictive product. I used to have hundreds of pounds invested in it. 🙂

  2. lego building sets March 21, 2009 at 8:11 am - Reply

    Thanks for this, Matt. I remember walking by one of the windows in the architectural wing of Cal Poly Tech many years ago and seeing a whole LEGO setup, I mean it was HUGE…. an entire city worth of elaborate, sophisticated building designs, had to be 30′ long. And, of course, there are a lot of AFOL’s (adult fan of LEGO) around too that just like ‘playing’ with them…. a lot of that results in some pretty neat art! So, over the years, the LEGO marketing team has reached well beyond the children’s market indeed.

  3. Mark Justice November 13, 2010 at 1:59 pm - Reply

    Hi Matt, I have an 8 year old son who is fanatical about his Legos and the Lego sets. We recently discovered through his gradeschool that the local University is sponsoring classes in Lego creation through their engineering department. We will be registering for a couple of classes, it will be interesting to me to see what its all about.

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