LEGO: Brand Profile

LEGO wants us to think of its brand not so much as a toy, more as a way of life. In the 1990s, the company set itself a target of becoming the world's favourite family brand, using its building blocks to capture the hearts and minds of children and their parents everywhere. Inevitably that led to a certain relaxation of the company's original educational learning principles. Instead, LEGO learned to play the movie licensing game, scoring successes with Star Wars and Harry Potter tie-ins. But attempts to accommodate children's demands for ever more high-tech games have proved rather more challenging, and the group struggled to find a viable path forward between 2000 and 2005. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Toys Sector index for other companies

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LEGO website

LEGO Preschool	Star Wars
LEGO Creator	Duplo
LEGO Bionicle	Harry Potter
LEGO Next	LEGO Educational Division
LEGO Belville	LEGOland
Clikits	LEGO Lifestyle
LEGO Books	LEGO Board Games
LEGO Interactive	LEGO Serious Play
LEGO Technic	LEGO Cargo System
LEGO Mindstorms	LEGO Watches & Clocks

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