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Opening a Lego set can feel equal parts over and exciting. With many bricks and small details that have been placed on each element found in a box, the enthusiasm to build brick castles, rocket ships, and many more attracts children in 92 years.
Some companies have avoided Lego’s success so far. The generations of these toys, from adult hobbyists also connect their favorite toys to the next generation.
Since the humble beginning of 1932 as not more than a carpenter’s seizure project, Lego toys have become an important part of childhood. Subject name, and there is a possibility that it is a set for it, if architecture, anime, racing, or jazz music.
For decades, Lego may well be replaced with more addictive and interesting electronic gadgets. But that’s not the case – what, things can’t be better for the company owned by the Denmark family. It reports record results of 2024, with a 12% of sales Growth against 1% reduction in the toy market.
What, then, what is Lego’s hidden sauce to prevent children from being (and, more, adults) adults) with colorful bricks?
wealth Takes an exclusive view behind Lego product development scenes and the secret to storage of iconic brand related.
One of the long Lego themes plotting – describes what is important in this method and it helps that the test of time. The space is one of the three official categories of company developing the toys (“castle” and “town” others) in the 1970s. It is meant to represent the mysteries in the future, as did the castles do for the past. Popularity of children’s space has endured years as it is obtained Children’s imaginations as a realm of eternal opportunities.
“LEGO-Building is an enthusiastic right,” Julia Goldin, the principal product of the Lego and Marketing Officer product, speaks wealth in an interview last year.
Listen to children, for children
Lego wisely knows no proxy to understand what kids want to hear from them. Goldin said the company made this deliberate decision about 10 years ago, and it helped replace the company how it was made toy.
“What causes a Lego unique, first and most important, understands true audience,” Goldin. “Not just knowing what is interested for them, but what is the right dynamics of experience.”
The quality of LEGO bricks is another reason that it outs it, because sets can go through a generation next, according to the Tyy Industry Mindlessness, the parents have been doing good from the toys of the Lego, even if the engineering abilities or use of their creativity or use of their creativity.
“If parents buy lego for their child, they think they help build their brain,” Tutt told wealth. “They [Lego] Try to develop products for anyone and all. “
Making an idea of reality
As a long-played player, Lego develops a great oil with oil to help it always generate new ideas. The company has a “Fourpo week” once a year-to-year-look like a fast brain session usually associated with the start of new concepts. Designers have fresh ideas or work in the past, which are given them freedom outside their daily schedules. There is no checklist what should be achieved, even if the goal is to see what can be a potential lego set, said Daniel Meehan, one of the leading creative companies.
The next step is to know how to “decodable” models, including finding the elements that tell stories and more quickly play, like christian legs.
In addition to the milling ideas from the company’s designated games, the company can hear directly from the audience.
“We are things playing with children with many children,” Meahan said.
The company brings children together around the world, from Germany to China, to see what they want more. That process surrendered to one of the critical elements we saw in Lego space sets today, Meehan said, leading the company’s new campaign.
During a space of this “DIY test,” one of the children flying around a vehicle with wheels, collecting foreigners on the road – both of the first set of set.
“We are very practical, we are adults … but in the children’s eyes, it’s a perfect space flying car. But there’s a complaint: he [the kid] said we need many foreigners. And we actually put more aliens in the box resulting from a child, “says Meahan.
The addition of foreigners to lego sets, such as A Lego Space StationAdds additional layers of what can be a straightforward set and also marks a common thread to coincide with categories. For example, Lego aliens can also be found in Space Science Lab and Rover Sets. Small green creatures intentionally designed to be together as a cue of lego builders, Meehan said wealth.
Lego’s quality and complexity can Make products expensive-Chich beyond the most recent iPhone. That is more true to products taken from the market, which makes them unique. The innovation of its products makes them dream of a collector and even the intention of $ 100,000 Heists In the US the company says it offers set of different price points so that no one feels like price. The most simplified products can Cost of a DIG-on dollarJust as 7,500-pieces Millennium Falcon Sets can cost about $ 960.
For the love of detail
Maybe, Lego care for quality and detail is not a new innovation. The company builder, Ole Kirk Kristiansen, investigating it to his sonpreviously tried using two instead of three coats of paint to accelerate an order and repressed.
The company’s penchant for detail is available not only to the creatures of space or toy development process but also its business. For example, Goldin, straddles meetings looking at the present company performance while also mentioning the pipeline in the next few years.
So most of the Danish company’s heritage as a toy makes linked to how to play the full age groups, interests, and level of experience. The theme of space, Meah explained, can be focused on three types of audience: stories, who are most children who have a charm of the subject; enthusiasts, with interest in learning about the field; And others, which are generally attracted to all things space, including artistic part of it.
“The other force they have is their appeal to children as well as teenagers or adults with many pieces. So, they say.
The granul approach can also be used as the products of Lego products and designs, and markets set for up-and-whie Fanbase mindEnsure there is a toy for everyone. But one thing is certain: regardless of motivations, the company is attempted not to dial details because lego is given their character.
Goldin said Lego fans “really noticed the” fewer elements it increased, as they “brought great excitement.”
“It’s more than a toy because it’s a easier experience,” he said.
A version of this story originally published in Fortune.com On August 25, 2024.
This story originally shown Fortune.com
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