The WARC Podcast CMO Conversations: Why LEGO is staying true to its enduring brand DNA
Jul 16, 2024
Julia Goldin from LEGO discusses maintaining brand essence while branching into new territories, targeting adults and women with innovative products, navigating inflation in the toy industry, leveraging tech and media for brand engagement, addressing brand safety in the digital landscape, and sticking to core marketing principles amidst technological advancements.
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Stay True To Brand DNA
- LEGO's core brand DNA remains constant while products adapt to contemporary passions like space and F1.
- The brand stays recognizable by bringing LEGO studs and building mechanics into new domains, including digital.
Match Channels To Audience Habits
- Track how children consume media and meet them on those platforms, for example YouTube Shorts and immersive own channels.
- Target parents with educational brand campaigns that explain play's role in child development and parenthood.
LEGO's Fortnite Experiment
- LEGO launched LEGO Fortnite as a service game requiring constant content updates and audience listening.
- They also released creator tools with Epic so adult creators can build and publish LEGO games in the Fortnite universe.