1. Lego Demand Strategy
Demand Health Check
Brand Scope
• 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning "play well"
• Children are our role models is their recent company philosophy, emphasizing the role of the
child's imagination in playing as their inspiration for developing toys
• It is portrayed as both a fun and educational toy, and one that has captured audiences and
imaginations for a long time now
• From the trademark LEGO brick and the classic LEGO line, it has since expanded into other lines
and sub-brands –
a. Exoforce n. Knight's Kingdom
b. Bionicle o. Avatar
c. Factory p. Vikings
d. Duplo q. Dino
e. Creator r. Harry Potter
g. Creative Building s. Sports
h. Racers t. Thomas and Friends
i. Technic u. Bob the Builder
j. AquaRaiders v. Belville
k. SpongeBob SquarePants w. Batman
l. Lego Premium Games x. Star Wars
m. MindStorms y. City
Demand Performance
LEGO has gone complex – with the introduction of a variety of newer lines with more intricate
parts that no longer necessarily involve the basic LEGO brick.
Facing heavy competition with electronic toys (PS, XBox, etc) and digital entertainment (such as
the Internet), it launched a LEGO computer/PlayStation game as an answer.
"'Di na uso ang LEGO" (LEGO is no longer trendy or relevant) – with advanced technology and
flashier toys, LEGO is merely seen as a toy of the past, something teenagers today and older
kids played with and remember with happy nostalgia.
Kids, teenagers and parents alike still mostly agree on LEGO's appeal and "playablity" –
• In an online forum on Kzone.com.ph (a Summit Media publication targeted to Filipino
kids), members (who are presumably kids) unanimously chose LEGO over competitor
MEGABLOKS, primarily citing LEGO's "creativity" and ingenuity because it allowed them
to make unique structures.

2. • Interviews with teenagers revealed their enjoyment in playing LEGO as kids. Like the kids
in the forums, they appreciated the fact that with LEGO, they could build anything,
"parang Engineer" (like an Engineer). They would also useLEGO with other toys, "like
Barbie" because they felt that there was no limit to their imagination or play.
• In http://thethinkingmother.blogspot.com , an online web log of a US-based
homeschooling mother of two boys aged 6 and 9, she writes about the importance of
play, with special emphasis on LEGO. She believes that her sons learn to "think out of
the box", while playing with LEGO and she hopes that they become "free-thinkers,
creators and leaders".
Demand Sources
Engaging a new generation of 5- to 7-year-olds in creative, build-anything-without-limits play
• To introduce these kids to LEGO, it is necessary to tap their parents and engage them as well
• These parents are already familiar with LEGO, having played with the toy as kids, and will
thus be willing to share the experience
• With the value-added nature of LEGO as a learning toy that encourages creativity will having
fun, parents will be more convinced to expose their kids to LEGO.
Demand Barriers
§ Five, six, and seven-year-olds today aren't even aware of Lego, or they've never played with it.
§ Kids today are more interested in gadgets and electronics. They face heavy distraction in the
form of television and the internet.
§ With the increased variety in toy and entertainment choices, kids today have shortened attention
spans and they have little patience for tinkering with LEGO.
§ LEGO is considered an expensive toy (i.e. it is pricier than MEGABLOKS)
Demand Team Goals
To package the LEGO experience in every LEGO kit: Fun, limitless play that fuels the imagination and
inspires creativity.
To spark nostalgia for a childhood filled with hours playing with LEGO, to rekindle the enjoyment
experienced and develop the parental sense to share this experience with their kids
To make kids grow up with LEGO again
• Revive the classic LEGO line, including the LEGO bucket filled with the traditional pieces – to
encourage free, unstructured play
• Get kids "hooked" on the basic pieces, so that they will eventually move on to more complex
lines or choose lines according to their interests (e.g., lines with movie tie-ups)
Therefore…

3. Brand Ambition
Kids grow up with LEGO
Conceptual Target
Dream Builders
Anyone with gifted with childlike imagination and wonder, with the ability to dream big can make anything
Demand Insight
Play is more fun, creative and engaging when the possibilities are endless
Role of Brand
LEGO bricks are the building blocks of the imagination
Credibility
LEGO has twice been named "Toy of the Century" and has captivated the hands and minds of
generations of kids everywhere