In March, with countries falling like dominoes into lockdown, one toy company moved particularly swiftly. Realizing that millions of kids were suddenly homeschooling around the world, and that many of them were online, Lego stepped in to help parents desperate for home activities to do with their families.
Within two weeks Lego had created a new social media platform, “Let’s Build Together,” designed to inspire families to make new Lego creations and share them online. It included some specific challenges—asking people to build a Lego rainbow to support frontline workers, for example—but it also encouraged kids and adults to tap into their own creativity.
"We repurposed a lot of our marketing, after asking how can we help families and how can we inspire them?” says Lego's Global Chief Marketing Officer Julia Goldin. “We had a very clear objective—we weren't looking for a commercial outcome, but for a way for the brand to be relevant and support our audiences. It resonated, and people jumped on the social conversation.”
There is no doubt the pandemic has been good for Lego, with home-bound families driving double-digit sales growth. In the privately held Danish company's half-year results announced in September, consumer sales grew by 14% over 2019. Revenue for the period grew 7% from 2019 to 15.7 billion Danish kroner ($2.49 billion) and the brand’s global market share increased.