How Lego Marketed to Adults and Won

Episode notes

In this episode, Lucas and Luna explore how Lego transformed its product marketing by targeting adults. They examine the 2020 'Adults Welcome' campaign, the psychology behind adult fandom, and the data showing 20% of Lego sets are now purchased by adults for themselves. They discuss how Lego repositioned its brand from a children's toy to a creative outlet for all ages, using the Lego Ideas platform and targeted marketing. The hosts also touch on the economics: how adult-focused sets like the Titanic and NASA Apollo Saturn V generate high margins and drive store traffic. A specific lesson: Lego's use of nostalgia and complexity to create a premium product line. The episode includes a behind-the-scenes look at how listener support funds the show through Buy Me a Coffee. #Lego #ProductMarketing #Marketing #AdultCustomers #LegoIdeas #NostalgiaMarketing #ToyIndustry #BrandRepositioning #PremiumProduct #GoToMarket #FexingoBusiness #BusinessPodcast #CustomerSegmentation #CreativeMarketing #LegoSets #TitanicSet #ApolloSaturnV #MarketingStrategy Keep every episode free: buymeacoffee.com/fexingo

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