Marketing Knowledge
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PRODUCT INNOVATION
The smart little girl with the very bold product idea
By our News Team | 2022
Top Lego marketer finds that innovative product ideas can come from anywhere – including young fans of the brand.
Good marketers and product managers know that great product ideas can come from anywhere – including customers who know your brand and what it stands for.
Such was the recent experience of Ula Bieganska, Head of Lego Marketing for the Middle East and Africa. In a post published on LinkedIn, she explains how she received a voice mail with the sweet voice of a little girl.
“Hi Ula, this is Shaikha, I have a business idea for the Lego Group. I made those glasses with Lego Bricks and all my friends love them and would like to have similar. I would like to partner for a Lego Glasses project and could design more of different types for you.”
Ula Bieganska via LinkedIn
A positive response from LinkedIn audience
Intrigued, Bieganska posted a photo of the glasses and asked her LinkedIn audience what they thought, and whether the company should invest in the idea.
The response was immediate and overwhelmingly positive. “I think this would be a worthwhile investment. I love that this idea came from a kidpreneur!” wrote one respondent. “What a brilliant idea,” wrote another. “Amazing!!!!!!!” said a third.
And how did Bieganska respond to her youthful would-be marketer? “I congratulated her on the idea and passed it to people who actually work on this type of initiatives,” she said.
Lego is one of the world’s great brands and was founded in Denmark in 1932 in the workshop of carpenter Ole Kirk Christiansen. The name in Danish stands for ‘Leg Godt’ which means ‘play well’.
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