LEGO Builders of Tomorrow Campaign
Organization Overview: The LEGO Group is a private, family-owned company based in Billund, Denmark. The company was founded by Ole Kirk Kristiansen in 1932. Now, it is one of the world’s leading toy manufacturers and has expanded its brand to include movies, games, competitions and six Legoland amusement parks. Led by the company motto “only the best is good enough”, the LEGO group became the world’s most powerful brand in 2015.
The LEGO Group teamed up with 360 PR, a full-service integrated marketing and public relations firm, to reestablish the toy company so that it appeals to 21st century kids. Their plan was to initiate communication between parents and LEGO® about the lasting benefits of open-ended, …show more content…
Kids are becoming more tech-savvy and have much fuller schedules that involve very little playtime. These kids also have plenty of options when it comes to toys. LEGO’s® are starting to take a backseat to items like the iPad, which is considered on-the-go entertainment. Also, LEGO’s® were considered to be a boys’ toy, however, mothers complete most of the toy shopping. Therefore, moms are less familiar with the products because they did not play with them growing up.
Research/Key Publics: A new generation of mothers who turn toward the internet for parenting advice. Fathers who enjoyed playing with LEGO’s® when they were young and are now active in their own child’s life.
360 PR’s secondary research concluded that parents were scanning the internet for advice about play, balancing a busy lifestyle and education. The firm also discovered that children were spending more time on the internet than participating in imaginative play. 360 PR also employed original research to learn more about what parents would like to see their kids playing with. They conducted interviews to gain more insight into the significance of parenting blogs. Their research also found that dads are more involved with the home front than prior …show more content…
I grew up playing with the colorful block toys and was very disappointed a few years ago when my nephews seemed barely interested in the toys I cherished when I was young. I understand that growing up is very different now and being a kid is not as simple as it used to be. However, I also know that every brand goes through this stage at some point. It is a matter of becoming relevant to a new generation and LEGO® has transformed itself, while staying true to their original message. I honestly cannot think of a more consistent brand and that is exactly the reason why this company has become so
Organization Overview: The LEGO Group is a private, family-owned company based in Billund, Denmark. The company was founded by Ole Kirk Kristiansen in 1932. Now, it is one of the world’s leading toy manufacturers and has expanded its brand to include movies, games, competitions and six Legoland amusement parks. Led by the company motto “only the best is good enough”, the LEGO group became the world’s most powerful brand in 2015.
The LEGO Group teamed up with 360 PR, a full-service integrated marketing and public relations firm, to reestablish the toy company so that it appeals to 21st century kids. Their plan was to initiate communication between parents and LEGO® about the lasting benefits of open-ended, …show more content…
Kids are becoming more tech-savvy and have much fuller schedules that involve very little playtime. These kids also have plenty of options when it comes to toys. LEGO’s® are starting to take a backseat to items like the iPad, which is considered on-the-go entertainment. Also, LEGO’s® were considered to be a boys’ toy, however, mothers complete most of the toy shopping. Therefore, moms are less familiar with the products because they did not play with them growing up.
Research/Key Publics: A new generation of mothers who turn toward the internet for parenting advice. Fathers who enjoyed playing with LEGO’s® when they were young and are now active in their own child’s life.
360 PR’s secondary research concluded that parents were scanning the internet for advice about play, balancing a busy lifestyle and education. The firm also discovered that children were spending more time on the internet than participating in imaginative play. 360 PR also employed original research to learn more about what parents would like to see their kids playing with. They conducted interviews to gain more insight into the significance of parenting blogs. Their research also found that dads are more involved with the home front than prior …show more content…
I grew up playing with the colorful block toys and was very disappointed a few years ago when my nephews seemed barely interested in the toys I cherished when I was young. I understand that growing up is very different now and being a kid is not as simple as it used to be. However, I also know that every brand goes through this stage at some point. It is a matter of becoming relevant to a new generation and LEGO® has transformed itself, while staying true to their original message. I honestly cannot think of a more consistent brand and that is exactly the reason why this company has become so