LEGO for Adults: A Product Management Case Study on Reaching New Customers

Det Bedste er Ikke For Godt: LEGO’s Genius Play to Conquer Adulthood (and My Attention Span)

Let’s be honest, who actually enjoys commercials these days? But recently, while zoning out during a streaming binge, a LEGO ad genuinely grabbed my attention. Forget the playful tunes and colorful bricks; this ad was sleek, showcasing intricate models designed specifically for adults. It made me wonder: is LEGO trying to steal back my childhood, or are they onto something bigger?

LEGO: More Than Just Child’s Play?

We all know LEGO as the king of childhood imagination. But let’s face it, adulting often means our creativity gets buried under a pile of bills and responsibilities. The world, however, craves innovators and disruptors — those who can still think outside the box.

LEGO Gets Real: Betting on “The Best Isn’t Just for Kids”

Here’s where LEGO’s genius marketing move comes in. They embraced the philosophy of “Det Bedste er Ikke For Godt” (“The Best Isn’t Just for Kids”). They realized the best parts of childhood — curiosity, creativity, and the joy of building — shouldn’t be locked away in a toy box. Enter LEGO for Adults: a whole new section catering to our inner child (or should I say, our inner innovator?).

Building Beyond the Brick Box: Products Adults Actually Want

This wasn’t just a lazy rehash of existing sets. LEGO for Adults offered something truly unique:

Challenge Accepted: Forget plastic blocks for toddlers. We’re talking intricate models like spaceships from Dune, proving LEGO is serious about adult play.

Date Night Done Right: Sets designed for couples to build together, fostering connection and creating stunning decorative pieces (way cooler than that half-finished IKEA shelf).

Pop Culture Fix: Replicas of iconic objects like the McLaren F1 car tapped into nostalgia and pop culture trends, reminding us that yes, adults can still be fans.

Find Your Niche: From historical landmarks for history buffs to musical instruments for music lovers, there was something for everyone’s inner geek (or artist, or petrolhead…).

Building Trust: Transparency Wins Every Time

LEGO didn’t stop there. Digging deeper on their website, I found a dedicated page for recalled items, with clear explanations for the recalls and a willingness to take responsibility. Talk about transparency! This safety-first approach builds trust across all ages.

LEGO VIP: Rewarding Loyalty Like a Boss

LEGO understands the importance of keeping their fans happy. Their VIP program offers exclusive perks like early access to new sets, discounts, and industry updates. It’s a clear message: they value our long-term commitment (and maybe our disposable income ;)).

Marketing to Grown-Ups: Ditching the Gimmick

LEGO’s marketing strategy for adults wasn’t about shoving colorful plastic in our faces. They took a smarter approach:

Shifting the Narrative: Ads like the one I saw focused on the stress-relieving and creative aspects of building for adults, not just the nostalgia factor.

Social Media Savvy: Platforms like Instagram and YouTube showcased intricate builds and customer creations, fostering a sense of community among adult LEGO enthusiasts (because apparently, we’re not alone!).

Smart Collaborations: Partnering with popular franchises like Dune and Formula One allowed LEGO to tap into existing fan bases and expand their reach.

Making the World Our Playground (Again)

By embracing “Det Bedste er Ikke For Godt,” LEGO has successfully expanded their customer base without compromising their core values. This, my friends, is a masterclass in product management.

Key Takeaways for Aspiring Product Managers:

Identify Evolving Consumer Needs: Adapt your products to changing demographics and trends. Don’t be afraid to cater to new audiences.

Diversify Your Offerings: Think beyond the core product to attract new customer segments. LEGO for Adults is a prime example!

Targeted Marketing Matters: Tailor your message and channels to your specific audience. Adults don’t respond to the same tactics as toddlers.

Prioritize Customer Experience: Build trust and loyalty through transparency, safety, and rewarding programs.

LEGO’s success story reminds us that a brand can stay true to its essence while innovating and expanding its offerings. They’ve not only reignited childhood curiosity in adults but also created a space where everyone, regardless of age, can unleash their inner builder and make the world their playground once again.

#productmanagement #LEGO #adulting #creativity #nevergrowup