Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
v Lego has identified itself as a leading toy brand for many years on any marketing platform.
It has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
v Lego has identified itself as a leading toy brand for many years on any marketing platform.
It has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
Lego has identified itself as a leading toy brand for many years on any marketing platform. It
has managed to stay diverse and true to its roots from the beginning, which has helped Lego’s
strategy to stay relevant in an ever-changing world with new technologies and new toys
becoming more electronic. It is a brand children, adults, and families trust and thereforewill
reach for on the shelves at any retailer. Lego focuses on identifying with all groups specifically
and tailors the marketing to each group. Children get the more playful, creative, and joy of
building side of the marketing. Their commercials, digital content, and social media are more
in line with inspiring children to use their imaginations. Adults are recognized as either
enthusiast themselves or the buyer and get the campaign that is created in growing communities
for older Lego fans. They created the “Adults Welcome” campaign to set up more sophisticated
marketing. Families get the bonding experience message.
Showing how the whole family can bond and build with Lego. Exploring the Lego website
there is many programs that can be seen as to which age they are trying to identify with for
example they have a “Guided Lego tours” (LEGO, 2024) identifying with the children and
families trying to inspire a creative side to them and letting them explore models that have been
built. Moving further down the page you see that they are not leaving out the adult enthusiast
with the “Lego Fans, (Adult fan of Lego)” (LEGO, 2024) this program allows for someone to
find other adults that like Lego and engages with communities to be able to get these adults in
the same room to show off their skills. Other Lego campaigns such as ‘Play is Your
Superpower’ is devoted to families and encourage families to sit down and play together.
“Urging everyone to rediscover the transformative power of play, this fun-fueled campaign is
a direct response to new global findings by the LEGO Group, revealing that families who play
together the most are the happiest*, while a resounding 90% of children agree that play is the
best way for them to learn, develop, and express their true selves.” (Lego, 2024) There is also
nostalgia-driven campaigns to keep the audiences they already have and love Lego with them
while encouraging them to explore the old with the new Lego stuff they have to offer. They
have also made other ways to interact with their audience such as ‘Legoland” it is a fun
interactive way to play and encourage children and families to come and play in a more
memorial way. In Legoland they also have areas for adult enthusiasts to come and join the fun,
even though it is a fun energetic creative way to involve families and children alike they made
a way to include the enthusiast who still enjoy their building. Lego’s overall marketing
campaign, by giving each segment in a person’s life a different feeling, makes sure it stays
apart from anyone’s life throughout their lifetime. By having stuff specifically advertised to
children like the Lego You Tube channel which has miniseries and small creative builds to
allow children to explore with their Lego blocks.
As a person grows withLego, they extend their advertising to an older group and allow for adult
to be able to come together and show off their stuff for example they have developed more
intricate designs to buildwith their block like the 3D blocks. According to another blogger Lego
is on the top of the list for most followed brands on various social media sites. “Lego has 14
million followers on Facebook alone.” (Townsend, 2021b) They have indeed been super
successful in creating a great marketing campaign online. As for Television and print they have
ads that come out every holiday, especially Christmas, in the newspapers, and on television
advertising usually first in most pull outs for the papers. Lego’s brand is to “inspire and develop
children to think creatively, reason systematicallyand release their potential to shape their own
future.” (“The LEGO® Brand - about Us - LEGO.com, 2019) Throughout the research done
for this paper, they have used this in all their marketing strategies. It has worked and made
Lego very popular for children, adults, and families for many years. Their marketing strategies
will continue to make the company stand out all over the world.
Lego currently has approximately 28.1 million followers across Instagram, Twitter, Facebook,
and YouTube. They continue to reach so many people of different age groups from children to
adult enthusiasts on so many different platforms. They develop many different messages for
each group on each platform. Occasionally they will deliver messages across each platform to
entice new followers on other accounts. Often dropping advertisements with Bluey orNinjago
in the mix with more adult enthusiast content like the botanical Lego sets or the movie Lego
sets like Titanic. Instagram for Lego seems to reach all the audience from small children to
adults. There isa bit for the younger audience as well featuring Bluey for example. However,
the following on Instagram 11.6 million followers. Facebook still has a greater following it
seems. Twitter looks to hold about 1 million followers, mostly posts about future collabs with
other top brands such asNike. Their twitter account is falling way behind on their interactions
with consumers. There seems to be a lack of post since Aug 2024, and that was about Lego and
Nike coming together in 2025.
Facebook alone has many ways of sharing and exploring the Lego world to its followers. Just
recently they posted a new product coming out in 2026 Pokémon product. This specific
message has adult enthusiasts written all in the video. YouTube seems to have a great following
as well, probably the biggest following of all the platforms holding 19.7 million with about 41
thousand videos for people. Lego seems to do well with YouTube and gives its audience a great
selection of material for anyone on the search for a new Lego project.
Out of all of these platforms Instagram, Twitter, Facebook, and YouTube it seems like a few
lack luster where it comes to showing their message to the consumer like Twitter and Instagram
seem to lose some while Facebook and YouTube well than make up for what they lack in a
bunch of ways. Lego’s brand values are, “imagination, creativity, fun, learning, caring, and
quality.” (LEGO, 2023) On each of the platforms mentioned before they demonstrate each of
these values with their content. Their mission statement “inspire and develop the builders of
tomorrow.” (LEGO, 2023) Over all of Lego’s platforms it shows through every post and video
how they uphold their values and mission across the world on their platforms. They have a very
strong presence on YouTube, which isn’t surprising given that most of the people interact with
their YouTube account with over 19.7 million followers. They have a very serious following
on YouTube, and they put out new content often enough allowing their followers to stay up to
date with the new and trending builds and sets. They also allow others to comment on stuff
about what they have and what they have built. Focusing on the Facebook platform for this
project allows for more options in developingan appropriate marketing message and strategy.
It also develops the Facebook market better, allowing for further growth. Their Facebook has
the second greatest following behind YouTube. The weakness here on Facebook Lego has been
posted but not as often as they do on YouTube. There should definitely be more for the
consumer to post what they have built and what they are excited about in the future content
drops from Lego. March 18 was their last post on the Pokémon drop coming in the future.
Where YouTube has been updated within the last 24 house with a new series, “Lego Ninjago
Dragons Rising” episode, they should bring this over to the Facebook page and allow for even
more people to be aware of it perhaps some of the adult enthusiast there would be fond of the
series it could be there new Anime to watch. Also, they post a documentary on Nigel Mansell
and Lego on their YouTube channel, and it was not found at all on the Facebook page it would
really up Lego’s following on Facebook as well. This is where they would be able to grow and
help their Facebook follow and allow for more growth and grab the attention of the young
people who are interested in the developers and documentaries surrounding Lego. Lego has
been very successful over the years; they have outlasted a lot of other brands that have come
and went over the years as well. Lego has continued its journey because they listen to the
customers and provide the customer with what they want and have done over the years. They
have also learned and developed new ways to reach new customers as well with the new
technology and new apps that have appeared over the years. It is important to know the target
audience when launching a new marketing campaign, knowing the audience and what theyare
looking for in their new Lego building will help determine the message. It is important also to
research what products are doing the best and what products bring in a good profit for Lego.
Other aspects to consider keeping an eye on would be what post gets the best views and
subscriber rate, that way data can be gathered on what get the company the most views on
social media. Since Lego is a major toy company it is important to tailor the message to current
top customers. Mostly the customer base trends for Lego show it to be young adults and kids.
The tone of the message should be understandable to the audience and clear about what they
can do with the product. In developing a message, it is also important to see what the company
demandsare as well for the product. The overall message should contain a happy colorful vibe
that will attract that of young adults and kids. A contest for Lego would be great colorful and
happy with a little competitive nature would attract the young adults and kids alike, there
should be age limits for each contest for the age groups to compete with appropriate age
restrictions. Marketing the contest on Facebook and allowing people to sign up, asking names
and ages would help identify what category to put them in. Allowing them to add a hashtag and
posting a photo on the official Facebook page will allow the contest to be worldwide and easy
to compile to observe the unique builds that are madeby each contestant. There could also be a
prize at the end for the 1st and 2nd place winners.
The prize could be a new Lego set that has not been out on the market yet. This would allow
the company to have an interactive social media where the consumer feels like they are a part
of the company they grew up with and love. This would also show a lot of attention to Lego
bringing media from other platforms to their Facebook profile, upping the Lego Facebook
profile a lot. The overall goal is to get traffic on Facebook platform and allow it to grow. Also
allowing TikTok to expand their reach and allow for the contest to be followed though that
platform wouldexpand their reach into the newer apps that are available. This could also allow
for a audience interaction and allow for them to share with others and at the end fi there is a
way to count sharesthey could give some kind of ‘who gets the most shares’ award like runner
up awards could be gift cards to the Lego website. Some of the legal concerns Lego may have
with this idea would be copyright, stealing, oreven perhaps breaking the fair play policy.
Copyright could be an unofficial website taking the idea and leading contestants to an unofficial
website and having them submit their Lego ideas to that page and having contestants using the
Lego name on that webpage. Then there is the legal policy like stealing products ideas or having
contestant 3d print blocks and not using Lego material at all. The fair play policy that could be
broken by people not using the products the right way and giving others an idea of using a
product wrong and getting hurt and them suing Lego for it.
