Lego: The Success Story of Adapting to an Older Audience
“Time you enjoy wasting is not wasted time.” — Marthe Troly-Curtin
Although not specifically about Lego, this quote is often associated with the idea of play and creativity, which are central themes of the Lego brand. Lego encourages children and adults to use their imagination and enjoy the process of building and playing, which aligns with the sentiment of this quote.
For decades, Lego has been a popular toy among children and adults alike. The colorful blocks and imaginative play possibilities have captured the hearts of generations. However, as the audience for Lego began to shift towards an older demographic, the company had to adjust its sales and marketing strategies to keep up. In this article, we’ll explore how Lego successfully adapted to an older audience and improved their sales and marketing strategies.
The Shift in Audience Demographics
In the early 2000s, Lego started noticing a shift in their audience demographics. While the company had always targeted children aged 5–12, they began to see an increasing number of older fans, including teenagers and adults. These older fans were not just collectors, but also active builders who enjoyed the creative challenge that Lego provided.
Lego realized that they needed to adapt their marketing strategies to cater to this older audience, while still keeping their younger fans engaged. They launched new product lines, such as Lego Architecture and Lego Creator, which were geared towards older fans. These lines featured more complex builds, realistic models, and detailed instructions, appealing to the older demographic.
In addition to new product lines, Lego also invested in social media and digital marketing to reach their older audience. They created online communities, such as Lego Ideas, where fans could share their own creations, vote on new product ideas, and engage with other fans. Lego also used social media to share user-generated content, such as photos and videos of impressive Lego builds.
The Success of the New Marketing Strategies
Lego’s new marketing strategies were a huge success. The company saw a significant increase in sales, particularly in the new product lines aimed at older fans. Lego Architecture, for example, became one of the company’s best-selling product lines, appealing to architecture enthusiasts and older fans looking for a new challenge.
Lego’s investment in social media and online communities also paid off. Lego Ideas, for instance, has become a popular platform for fans to share their creations and engage with other fans. The platform has also led to the creation of several successful Lego sets, including the Lego Women of NASA set and the Lego Treehouse set.
The success of Lego’s new marketing strategies can be attributed to several factors:
Understanding the Audience
Lego’s success in adapting to an older audience is largely due to their understanding of their customers. By recognizing the changing demographics and the needs of their older fans, Lego was able to create products and marketing campaigns that resonated with this audience.
Innovation
Lego’s investment in new product lines, such as Lego Architecture and Lego Creator, showed their commitment to innovation. These products were a departure from the traditional Lego sets and appealed to the older demographic looking for a new challenge.
Engagement
Lego’s investment in social media and online communities allowed them to engage with their audience on a more personal level. By creating a space for fans to share their own creations and ideas, Lego showed that they valued their customers’ input and creativity.
Authenticity
Lego’s commitment to quality and authenticity has always been a hallmark of their brand. By continuing to produce high-quality products that inspire creativity and imagination, Lego was able to maintain their loyal fan base while also appealing to new audiences.
In conclusion, Lego’s success in adapting to an older audience is a testament to their understanding of their customers and their commitment to innovation, engagement, and authenticity. By recognizing the changing demographics and the needs of their older fans, Lego was able to create products and marketing campaigns that resonated with this audience. The company’s investment in social media and online communities also allowed them to engage with their audience on a more personal level. The success of Lego’s new marketing strategies shows that even a classic toy can continue to thrive and evolve with the times, as long as it listens to its customers and remains true to its core values. Lego’s story serves as an inspiration to other companies facing similar challenges, demonstrating that with the right approach, it is possible to adapt and succeed in a changing marketplace.
