Ben Wise on Branding

Watching the world through the lens of the brand

Lego Brand Equity To Drive Into Younger Market

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Lego, the Danish toy maker, has announced a new partnership with Disney that will help them target the pre-school segment. Lego has not placed much emphasis on pre-schoolers in the past 5 years but are now making it a priority. “We will become a much more significant share of that preschool market in the years to come,” said the president of Lego Americas, Soren Torp Laursen.

Lego is one of the strongest toy brands in the world and is the favourite of millions of people. Try finding someone who doesn’t like Lego! Based on this strong brand equity alone, I would expect the category extension to be successful. Parents that have fond memories of the Lego brand will be more than happy to buy the product for their pre-schoolers.

The other side of the equation, the kids themselves, will be wooed by the partnership with Disney. Lego has already successfully co-branded products with the entertainment giant, most notably with their Star Wars kits. The focus on the upcoming movies Toy Story 3 and Cars will ensure brand relevance to the children and establish them as long-term consumers from an early age.

Lego has even said they won’t be competing on price, showing that they believe the strength of their brand is enough to win over this new segment.

What do you think? Will Lego be a hit with pre-school kids?

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Written by benwisebranding

February 2, 2010 at 3:26 pm

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