MARKETING CAMPAIGNS

Lego unveils its first global campaign targeting adult consumers

By our News Team | 2021

Popular children’s toy brand uses humour to appeal to its growing worldwide market of adult shoppers.

Lego, the renowned toy company, has launched its first global cross-product campaign aimed at a mature adult audience.

The advertising campaign includes TV, digital, out-of-home, e-commerce channels and in-store activations at Lego outlets. It is currently targeting consumers in various European and North American markets.

According to the US-based publication, Ad Age, the campaign comes as more adults than ever before are becoming brick builders, fuelled by the pandemic and also by branded entertainment properties such as ‘Lego Masters’, which is an American reality competition television series that premiered on the Fox TV network last year.

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The campaign includes three humorous films in which adult characters end up using Lego to relax after grappling with the frustrations of daily life. You can watch one of those short films here: https://www.youtube.com/watch?v=V6Rr0HuLGBQ

Ad Age reports that Lego decided on the campaign following global research that found 91% of adults say they experience stress at least once annually, with 77% checking emails when they aren’t at work and 64% worrying about work even when they aren’t there.

Love of Lego building transcends age

“We are delighted that the love of Lego building transcends age,” said Julia Goldin, Chief Product and Marketing Officer at the Lego Group, in a statement. 

“We know from our passionate community of adult fans and the number of families that build together, that it’s enjoyed by adults as well as children; many use our products to switch off after a long day. With our research showing that adults often find it hard to relax, this new campaign hopes to show the valuable role Lego building can have in the lives of those looking for new ways to unwind.”

Earlier this year, the marketing industry news website Campaign Asia-Pacific said there was burgeoning demand for Lego products from adults in the region. 

“I think that’s because we’ve launched a heap of items that touch on people’s passion points,” Troy Taylor, GM of Lego Hong Kong, Taiwan and Macau told the website.

“We launched a large-scale Lamborghini that you can build, and we also know that a lot of our audience loves playing and building with flowers and being creative and artistic through the botanical range.”

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