Lego's the toy that adults can never stop playing with and have you heard about their new advanced kits? I have always been interested in Legos and have enjoyed my fair share of Lego builds. When I saw the article on Bloomberg's website about the Lego flowers being the #1 seller over Christmas I was very much intrigued.
So the first point that caught my eye with the article is that social media influencers that record videos and/or create shorts of them building the Legos are one of the largest reasons that Lego sales are continuing to go up. Lego has full embraced social media and content creators using it to their advantage. One big example of this was the Tik Tok Influencer, Andrew Maddock, who created the video below of him building a bouquet of Lego Roses.
Point number two brings us to who the flower Legos where intended for. The audience that Lego is trying to reach with the flower series is the older people. This was in part due to the lockdown of the pandemic when everyone found themselves stuck at home with very little to do. Finally, the Lego company has successfully expanded their target audience providing not only flowers but more advanced level Lego builds for adult, some of which have lots of nostalgic meaning attached to them. Parents are already buying the Lego's for their children and getting something they can do together helps parents to want to spend more time together.
(Minecraft Fox Kit we built took 45 minutes and lots of laughs)
One of the biggest issues that Lego has is that there are companies that are coming out with Lego like builds that they are selling for less and people are buying more of them. There are also Lego like items that are the "off brand" of Legos that are compatible with Lego pieces. This may start to create real competition for the company as they start to expand their clientele and their product.
(Tiger my daughter and I built together. Took us about 6 hours to build.)
The idea that content creators and Social Media Influencers have such an impact on the business market is insane. Legos has honed in on this treasure trove of new marketers and even sends kits for free to influencers and creators.
(These is a Bonsai Lego kit we built.) I have many more including the Gringotts Bank from Harry Potter and Dobby as well. My Daughter and I are huge fans of Legos and the enjoyment that we both have building them together. The Bonsai tree is such a fun addition to our living since there is no light and we are still able to interact with it and change the leaves to different colors to go with the seasons.
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