Whether you choose to see them as little bundles of joy, or rather just a bunch of snot infused creatures sent here to torture us, children are unique. One thing is for certain however, you and I can not possibly see children the same way LEGO does.
They are, “Builders of Tomorrow!”
They are, our future.
In my research on LEGO I came across this picture. It was interesting to me to discover LEGO’s were originally marketed more toward young girls. Now, LEGO’s are being marketed to both genders and arguably more so boys. Super Hero action figure sets like Batman, Indiana Jones and Star Wars have proven to work wonderfully in attracting boys to LEGO’s as well as their parents cash.
Since its’ inception LEGO has branded itself on imagination and creativity. While yes, LEGO does continue to sell their classic bricks promoting “Open-Ended play”, then why has LEGO shoved these Super Hero sets onto kids?
Because it works. Kids want to be told what to make. We thrive on instructions. What’s more, our society idolizes movie stars and LEGO has taken advantage of that.
And now LEGO has a LOT more money.
The imagery that LEGO has chosen to promote is that of the licensing deals they have struck with major motion pictures.
So what’s changed over the years for LEGO? Not their appeal to kids. They understand how important children are to their brand and have done an excellent job of marketing for them. Rather, instead of, “Here Johnny, build whatever your imagination can think of,” to, “Here Johnny, follow these instructions to build super-sweet, realistic Batman ship!”