‘Building a Playful Brand, Brick by Brick: The History of Lego Marketing’ – HubSpot

Lindsay Kolowich says, “Here’s a brainteaser for you: How many Lego bricks do you think exist in the world? Millions? Billions? Trillions?

… How about hundreds of trillions? According to Lego’s website, there are 86 Lego bricks for every single person on the planet.

Lego has been a household name for decades, and it remains one of the strongest brands of all time. In 1999, it was named “Product of the Century” by Fortune Magazine. In 2008, Lego’s owner Kjeld Kirk Kristiansen was inducted into the U.S. Toy Industry Hall of Fame. And these are only two of the plethora of awards the company has won over the years.

What makes Lego’s popularity over several decades especially impressive is that the Legobrick has had the exact same design since 1958, thanks to a patent. This is a testament to both the quality of the product and the strength of its marketing. According to Adweek, the key to Lego’s success has been the consistency in the brand’s look and feel, coupled with the company’s ability to adapt just enough to “change with the times and broaden its market.”

The brand’s continued success through the 21st century, though, is thanks to how the company has adapted to the changing consumer relationship“.

Building a Playful Brand, Brick by Brick: The History of Lego Marketing

HubSpot