On a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
Lego is on a mission to buck “the trend of the toy category” by moving into different passion spaces and partnerships to grow new audiences.
Speaking at Advertising Week Europe yesterday (1 April), global head of strategy and analytics Claire Miller explained a few years ago Lego’s adult range of construction kits weren’t very well known. Now its Lego Botanicals range of flower construction kits – part of the 18+ range – is the “biggest growth recruitment driver into the brand.”
“[Lego Botanicals] has only been around for a few years and it’s bringing in a totally different audience. It’s driving women into the brand, and Lego has never really been about girls and women,” she said.
