Following a very successful year in 2015, Lego aims to continue engaging children with digital and virtual products, as well as its more traditional offerings
Lego, the iconic toy giant that built its brand name on plastic building bricks for children, launched 350 new products in 2015 and unveiled a partnership with the latest ‘Star Wars’ Disney movie as it propelled itself to what the company calls its ‘best ever year’.
Indicating how the Swedish-based brand has managed to reinvigorate its product offering and connect with children globally, its annual results released this month show that global sales grew by 19%, profits rose by 31% and there was double-digit growth in all the markets where Lego is active.
“We had 25 different product themes and a few climbed to the top – including Lego City, Lego Duplo, Star Wars and Lego Friends,” said Chief Marketing Officer Julia Goldin. “We apply a consumer-centric model, where interactions have to be seamless, toys are easy for kids to use, and engage them in an exciting and fun way.”
For 2016, the company is now working on a range of new products and themes in an effort to ensure it remains ‘as relevant as possible’ to children. It is also intent on creating more virtual experiences along the lines of Lego Dimensions, a science fantasy video game launched in 2015.
“In today’s world, children expect to meet Lego in the virtual space as well as in the physical world. We need to provide seamless experiences between the two,” said Goldin. “Lego Dimensions can engage children in a digital game and in the real world. We see a lot of opportunities [using digital] to continue to connect with them in future and enhance the experiences kids have.”
Commenting on the strong set of business results, CEO Jørgen Vig Knudstorp noted: “it shouldn’t be possible to have this kind of progress, but it is”.