How LEGO Used Strategy to Become the Thoughtful Toy Brand

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LEGO Became the Thoughtful Toy Brand

Sure, LEGO sells toys. More importantly, though, they sell a mindset.

LEGO’s promise to parents, whether they say it or not, is simple: this toy helps your kid grow. Sure, they’re absolutely going to love it. They’re going to have fun. But they’ll also be learning.

All of LEGO’s messaging supports that idea.

The power of a single brick. The potential of a kid who works out their imagination. It’s all about growth. And that’s how they stand out in a crowded world of toys. 

There’s lots of entertainment for kids. Even educational stuff.

But if you want a toy that lets your kid express themselves and grow, LEGO has the market cornered.

That’s why they don’t just focus on new sets. They focus on 3 other key areas:

Quality. So you know they care.

Sustainability. So you know they imagine a better future.

And education. So you know they believe in potential.

Because when you’re looking to entertain your kid, LEGO wants you to remember that their toys aren’t just fun—they’re thoughtful and creative. A positive influence.

And that's how LEGO stands out in every crowded toy store.

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