When we think of Lego, it often brings back childhood memories of creativity and play. However, for businesses and marketers, Lego offers valuable lessons in branding, innovation, and customer engagement. At Parker Levi, we recognize that great brands are built through thoughtful strategies and meaningful connections, much like constructing with Lego bricks. Here’s how Lego’s approach can inspire business growth and mental well-being.

Lego’s Legacy: A Blueprint for Brand Resilience

Founded in 1932 by Ole Kirk Christiansen, Lego has evolved from a small wooden toy company to a global powerhouse in the toy industry. Key factors in Lego’s enduring success include:

• Consistency in Core Values: Commitment to creativity, play, and imagination.
• Continuous Innovation: Expanding product lines and embracing digital integration.
• Emotional Connections: Fostering community and nostalgia among diverse age groups.

In 2024, Lego reported:

• Revenue Growth: 13% increase to DKK 74.3 billion (approximately $10.82 billion).
• Operating Profit: 10% rise to DKK 18.7 billion.
• Market Share Expansion: Achieved despite a 1% decline in the global toy market.

Source: Lego Group Annual Report 2024

Lessons for Marketers and Business Leaders

1. Create Engaging Brand Experiences

   • Beyond Products: Lego sells experiences and stories, not just bricks.
   • Strategies:
     • Define your brand’s purpose to create emotional connections.
     • Develop a lifestyle or movement around your offerings.
     • Encourage customer participation through interactive campaigns.

   Marketing Insight: Provide platforms for customers to engage and co-create with your brand. Think like Lego—give your audience something they can build upon, whether that’s through interactive content, community-driven campaigns, or immersive brand experiences.

2. Embrace Creativity as a Business Asset

   • Lego’s Approach: Prioritizes creativity in product development and problem-solving.
   • Strategies:
     • Foster a culture that encourages innovative thinking.
     • Collaborate across departments to generate diverse ideas.
     • Implement flexible processes that adapt to new opportunities.

   Marketing Insight: Cultivating creativity leads to unique solutions and competitive advantages.

3. Transform Customers into Brand Advocates

   • Lego’s Strategy: Empowers fans to contribute ideas and share experiences.
   • Strategies:
     • Highlight user-generated content in marketing efforts.
     • Build communities where customers can connect and share.
     • Offer platforms for customers to influence product development.

   Marketing Insight: Engaged customers become ambassadors, driving organic growth. Build a community, not just a customer base. Engaged customers = loyal brand advocates.

4. Integrate Playfulness into Business Practices

   • Lego’s Philosophy: Balances work with elements of play to inspire innovation.
   • Strategies:
     • Introduce gamified elements into employee training and development.
     • Encourage brainstorming sessions that incorporate playful techniques.
     • Design workspaces that stimulate creativity and collaboration.

   For business owners, marketers, and professionals facing burnout, creative blocks, or stress, embracing hands-on creativity (even through something as simple as Lego) can be a game-changer.

   Try this:
   👉 Set up a Lego or creative corner in your office to encourage fresh thinking.
   👉 Use Lego as a team-building exercise to foster collaboration.
   👉 Take breaks for creative problem-solving, away from screens.

Lego’s Commitment to Sustainability

Lego’s dedication to sustainability aligns with its innovative spirit:

• Sustainable Materials: In 2024, 47% of purchased resin was certified mass balance, equating to an estimated 33% of materials from renewable sources.
• Environmental Investments: Increased spending on sustainability initiatives by 68% compared to the previous year.

Source: Lego Group Annual Report 2024

Building a Resilient Brand

Lego’s journey underscores the importance of staying true to core values while embracing innovation and sustainability. By fostering creativity, engaging customers, and integrating playfulness into business strategies, brands can build resilience and achieve long-term success.

Need help building your brand with creative, strategic marketing? Let’s talk.