At the beginning of 2020, Lego sales were up 14 percent compared to the same time period the year before. Sales grew as families worldwide found themselves craving screen-free time as stay-at-home mandates were put in place due to the COVID-19 pandemic.
In light of that, Lego has launched a fully integrated global holiday campaign that is directed at appealing to families spending more time together, inspiring them to engage in activities that involve the use of the building blocks.
“Our new campaign is a celebration of the creative power and optimism that children possess. We’ve seen so many families building together this year, giving parents a chance to experience and appreciate how children can build, unbuild and rebuild the world around them using LEGO bricks. We want to inspire people of all ages to play and unleash their creativity this Holiday season,” said Julia Goldin, Chief Marketing Officer, the LEGO Group.
The campaign will run across various channels, including TV, digital, Spotify, out-of-home, eCommerce channels and in LEGO stores. The campaign is part of the brand’s “Rebuild the World” effort, which celebrates creativity and inspired adventures through its construction sets.
The new campaign will enable consumers to shop across different channels, allowing them to purchase products right on the spot and do so with ease. Lego has also launched curated Spotify playlists inspired by hobbies, interests and themes from the campaign.
At its heart, Lego’s campaign aims to accommodate digital-first consumers who are increasingly leveraging digital and eCommerce channels during the pandemic.
While the launch of the campaign during the pandemic is timely, the company has previously rolled out similar campaigns that have focused on targeting stressed-out consumers.
During stressful times, consumers often look for items that trigger a sense of nostalgia. It is no wonder that classic board games and puzzles have witnessed increased sales over the last few months.