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.

pfz-blog-legosThey 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.


Harry Potter…batman

Star Wars…harry potter

star wars

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!”


Citation Links


The LEGO brick does’t fall far from the LEGO tower.

In a period of deep financial depression, Danish carpenter Ole Kirk Christiansen found that his wooden toys were a much more profitable enterprise that his furniture company. Thus, was the inception of his new business, LEGO. Since its’ humble beginnings in 1932, the LEGO group has been a family enterprise continues to thrive in the toy making world by basing their ideals off of family values. Their iconic name was created from the two Danish words, leg and godt. Those words mean “play well” and in Latin, “I put together”. The LEGO group has been passed from father to son and is now owned by Kjeld Kirk Kristiansen, the grandson of the founder. Their mission statement is, “inspire and develop the builders of tomorrow”.  Based on the world-famous building block, the LEGO brick, the company today provides toys, experiences and teaching materials in more than 130 countries. The LEGO Group has approximately 10,000 employees, and is the world’s third largest manufacturer of play materials.

When researching various companies and iconic brands for this assignment, I wanted to select a company that meant something to me. Scrolling through the list of the top 50 iconic brands, LEGO immediately caught my eye. I thought LEGO would be a very worthy company of studying due to the unavoidable challenges they will soon be facing. In the ever increasing technological world we live in, how can a company that produces plastic toys survive, let alone thrive?


Image by Logan J. Fowler via

The LEGO group has done an outstanding job in the past producing work that truly reflects their values. In their most recent feature film, the underlying theme of the entire movie is to be creative and not follow directions. This coincides perfectly with the LEGO brand values which are: Imagination, creativity, fun, learning, caring, and quality.

Citation Links