Lego: A masterclass in maintaining relevance through brand extension

by AFOL (Adult Fan Of Lego) Giles Lury

Whenever a client I haven’t spoken to for a number of years gives me a call, I know what their first question will be; “Are you still wearing your Lego watch?” The answer to which will be “Yes”.

I have worn my brightly coloured adaptable watch for the last 30+ years. It has become part of my personal branding and is something that differentiates me from those who wear the more classic businessperson’s watch brands like Sekonda, Boss, Armani, Tissot, Skansen or even the much more expensive Patek Phillipe, Breitling or Rolex.

Founded in 1932 by Ole Kirk Kristiansen, Lego was named “Toy of the 20th century” and I wouldn’t be surprised if it is named the “Toy of the 21st century”. It is without doubt a hugely successful ‘heritage’ brand and when Fleur asked me to contribute to the TVE series on how heritage brands are successfully staying relevant, this had to be the brand I put in the spotlight.

The name ‘LEGO’ is an amalgamation of the two Danish words “leg godt”, meaning “play well”, a concept which it has aimed to deliver for over 70 years.

Although individual LEGO bricks might not appear particularly inspiring, a selection of them coupled with a child’s imagination let them become anything and everything, time and time again. The founder summed up the concept in 1955, saying, “Our idea has been to create a toy that has value for life – a toy which appeals to the child’s imagination and develops the creative urge and joy of creation that are the driving force in every human being.”

The brand was a huge success and from bricks, soon stretched into new areas: Theme Parks, “Expert builder” sets ( the forerunner to Lego Technic), Duplo, models, flowers, Lego Friends and many other categories including clothing, smart technology and of course, my beloved watches.

As well as multiple extensions within physical play, the brand has kept up with changing times and technology. It moved into new media, launching its first computer game, Lego Island, in 1997, and signed a groundbreaking and very profitable partnership with Star Wars in 1999.

Perhaps one of the most striking initiatives Lego has taken to retain relevance within a changing world is to challenge the competition from console gaming, YouTube, virtual reality and mobile games. It launched Lego movies.

There have been several theatrical releases, the most successful being The Lego Movie (2014) and The Lego Batman Movie (2017). The movies combine clever storytelling, self-aware humour and a subversive take on a range of cultural icons. They have highlighted the importance of defying rigid rules. They appeal to, and resonate with, both children and adults. They aren’t just light-hearted fun, they have inspiring messages about imagination, creativity and a call to play.

The success of the movies has prompted some commentators to call them “the greatest branded content ever.”

“Lego is indeed a heritage brand, but it isn’t a backward-looking traditional heritage brand because at its core, Lego always inspires imagination and provides kids, of all ages, with the tools to benefit from the joy of creation, no matter what the era. Sparking the imagination and providing joy/enabling creativity – these are timeless human truths. ”

If your brand serves timeless needs, you create a brand time machine, something that has trust and heritage but with a continued expectation of delivering inspiration. That’s a very positive space to inhabit.