I’m a huge fan of Lego, not only as a marketer, but also as a loyal consumer.
Growing up, Lego played an important role in my life. The colorful plastic bricks allowed me to explore my imagination and build whatever came to mind.
Fast forward 35 years, and my children -specifically my 7 year old son Jad– also have the same enthusiasm for Lego!
So, how does a toy brand that essentially sells plastic bricks inspire so much loyalty?
Powerful and consistent transmedia storytelling.
The Lego Story
To begin to understand the power of the brand, one has to know its remarkable story.
To celebrate its 80th birthday, Lego recently produced a 17-minute animated featurette. The story is of its rise from very humble beginnings to the conglomerate it is today.
Simply awe-inspiring, watch…
Lego Does Not Sell Toys
Lego knew very early on that they were not selling toys; they understood that they were in the imagination business.
As a result of this, Lego brought their bricks to life through the magical power of story told via multiple platforms.
Lego As Transmedia Storytellers
Lego are masters at transmedia storytelling. Lego’s brand stories are communicated on TV, Cinema, Magazines, Online, Video Games, Mobile Apps, and even offline in their multiple Lego Lands around the globe.
Consistent storytelling flows throughout all their brand comms and their customers -kids aged 5-12- are always inspired to be the heroes…
By adopting a transmedia storytelling strategy, Lego managed to future-proof its business from cheap imitators for years to come.
Now Over to You
Were you inspired by the Lego story? Are there toy brands that do it better? Share your thoughts below…
Managing Director & CSO at Sandstorm Digital FZE (@SandstormDigi) - a content marketing agency with offices in Dubai, Amman & Cairo.
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