How LEGO Continues to Build their Brand to New Heights
In early February, Warner Bros. Pictures released the first-ever, full-length theatrical Lego movie, properly titled, ‘The LEGO Movie’. The story follows Emmet, your typical ordinary LEGO minifigure who is mistaken for the most sensational person and the key to saving the world. Emmet and his band of misfits go on an epic adventure to stop an evil tyrant.
The family comedy has audiences everywhere raving appealing to children, fans, adults and critics all the same (Certified Fresh on Rotten Tomatoes). The film can also be stamped a financial success with a box office totaling over $225 million to date with a sequel already on the way.
How LEGO has Grown its Brand
The LEGO Movie is just another avenue the company has used to grow its brand to new heights. LEGO is no longer just a company that sells little building blocks, but a brand with endless possibilities. Its out-of-the-box approach to building its brand is comparable to a little kid with their product.
While LEGO sets can come with instructions on how to build something, the product works just as well without. All it takes is some imagination and the right pieces and you can create anything you want. Which is exactly how LEGO has brought their brand to a whole new audience.
Before LEGO gave the green light on their movie, it had continued success with their video game franchise. Typically partnering with another notable franchise, the games, like the movie, focus on story and gameplay more than selling anything. This allows for a larger consumer base to enjoy their brand instead of just their die-hard fans (of which there are a ton of).
Coming Full Circle with Promo
With the upcoming release of their movie and video game, LEGO ran a few different promotions to cause a stir and encourage their fan base to run out and watch/play their newest feature. Partnering with some of the biggest retail stores and movie theaters, LEGO offered exclusive minifigures inspired by the film.
This Western Emmett was given away if you preordered the video game at Game Stop or EB Games
The Pajamas Emmett minifigure was also a giveaway exclusively with the purchase of the game at Best Buy, Amazon UK and with a purchase of a 3D movie ticket at Regal Cinemas.
This DJ Robot LEGO guy was a freebie when you bought the game from Walmart. It also was the giveaway if you bought a 3D movie ticket at AMC theathers.
Crossing promoting the movie and game with different outlets allowed fans the opportunity to get their hands on each of the collectibles.
However my favorite promotion wasn’t given away to the public, but to theaters and entertainment outlets. The promotional tin, containing 9 minifigures, put together is supposed to act as movie seating in anticipation of the movie.
LEGO continues to grow their brand not because they are looking to sell you more little plastic bricks. Instead they are promoting imagination, storytelling and a great experience. So even though we all paid $10+ to watch a 90 minute commercial on LEGO, we will continue to do so because LEGO isn’t trying to sell you anything, they are focused on making us all happy.