Maintaining Relevance in a Digital Age: The Success of LEGO

In a world where most kids are playing video games, LEGO is still loved and only continues to grow in popularity and revenue – surpassing its their competitors like Mattel.

What is even more impressive is that it achieved this with a LEGO brick design which remained relatively unchanged over the last 60 years. So how did this little toy company from Denmark take over the toy world and remain relevant in the digital world?

Luck had nothing to do with it; it’s due to the incredible focus on creating great products, building a fantastic brand, and staying close to their core values.

Here are six ways that Lego has managed to maintain its legacy:

#1 - Don’t sell products, sell an experience

LEGO understood early on that LEGO bricks by themselves are just bricks, but if they create great experiences around these bricks, then they are going to be timeless. Lego designed a variety of experiences, including theme parks and a movie franchise.

Even the Lego stores are designed to be visually appealing and interactive, with large displays featuring impressive models and intricate creations made from Lego bricks. Lego stores also often have play tables where children and adults can experience the company's products before they make a purchase.

#2 - Embrace technology

One reason for Lego's success is its ability to adapt and evolve with technology. The company has embraced technology and incorporated it into their products, such as creating video games, enabling 3d printing and introducing interactive app-based sets.

LEGO launched LEGO Boost, which teaches children how to bring their creations to life. The kit comes with a combination of sensors, motors, and a companion app that teaches its users to code so that they can program their creations.

LEGO Dimensions is a LEGO-themed action/adventure video game that brings LEGO into the lucrative video game market. For this component, LEGO partnered with Warner Bros. and the games were compatible with the Playstation, Wii, and Xbox consoles.

LEGO even released a 3D modeling software called LEGO Digital Designer (LDD) that allows users to build virtual LEGO models using a computer. The software includes a wide variety of LEGO bricks and elements, and users can use it to create everything from simple structures to complex models with intricate details.

#3 - Creating an online presence

Maintaining a strong online presence has been an important part of Lego's strategy to stay relevant in the digital age. The company has a well-designed and user-friendly website that serves as a central hub for information about its products, news and updates, and resources for fans and collectors. Lego's website is also optimized for mobile devices, making it easy for users to access the site and browse products on the go.

In addition to its website, Lego has also built a strong presence on social media platforms, which it uses to connect with customers, share updates and news, and promote its products. Lego's social media profiles are regularly updated and feature a mix of content, including product photos and videos, behind-the-scenes glimpses of the company, and fan-generated content.

By maintaining a strong online presence, Lego has been able to reach a wider audience and stay connected with its customers.

#4 - Focusing on creativity and imagination

Fostering creativity and imagination has been a key part of Lego's mission. Lego sets are designed to allow for endless building possibilities, providing children and adults with the opportunity to use their creativity and problem-solving skills to construct a wide range of structures and creations.

To encourage creativity, Lego regularly releases new sets that feature a range of different themes and challenges. These sets often include instructions for building specific models, but also provide the pieces and tools needed for users to create their own designs.

Lego also develops educational kits that teach children about science, technology, engineering, and math concepts through hands-on building activities. By doing this they are not just appealing to kids but also their parents.

#4 - Collaborating with pop culture franchises

Collaborating with popular franchises has been an effective way for Lego to expand its reach and appeal to a wider audience. By partnering with well-known franchises like Harry Potter and Star Wars, Lego has been able to tap into the fan bases of these popular franchises and introduce its products to new customers.

#5 - Engaging the community

Lego has built a community of Lego enthusiasts that are even co-creating with Lego.

LEGO Ideas is a platform that allows LEGO fans to submit their own ideas for new LEGO sets and products. If a submission receives enough support from the community, LEGO will review the idea and potentially turn it into an official LEGO set.

This is a great way for LEGO to tap into the creativity and passion of its community, and it has resulted in a number of successful products being released through the LEGO Ideas platform.

#6 - Collectibles

By releasing rare, limited-edition sets and carefully managing supply, LEGO is able to drive up demand and engage collectors.

These sets are only available for a short period of time, which creates a sense of urgency for collectors and can drive up demand. LEGO also releases exclusive sets that are only available through certain channels, such as LEGO stores or online. These sets are highly coveted by collectors and can drive repeat business by encouraging collectors to visit LEGO stores or check the LEGO website regularly for new releases.

By continually reinventing with the times, Lego has been able to maintain relevance and achieve success over the course of 85 years, including being recognized as "Toy of the Century."

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