Why we’ll never Lego of our childhood

by Jo Crellin |

I don’t know about you but everywhere I turn, there’s Lego. In the news, on social media, in adult gift shops (underfoot!) and even on TV.

Launched in 1932, most grown-ups I know have played with Lego and I can’t remember a time when I wasn’t aware of the little plastic bricks, but my childhood playing didn’t go further than creating simple structures with the colourful building toy.

Today it’s a different story as it seems Lego is never out of the news. It is constant fodder for social media click bait & water cooler updates and brick by brick, Lego is making sure people engage with its content, no matter who writes about it.

I’d go as far to say that it’s built itself a plastic ivory tower. The brand has 10 million Facebook followers, 258K Twitter followers, 749K Youtube subscribers and 483K Instagram followers and recently the VP of Marketing and Consumer Experience at Lego, Conny Kalcher, has confirmed that they are “…turning more and more into a media company.”

We’ve seen first-hand this media company at its best, and here are just a few examples of brilliant Lego-isms that have recently crossed my newsfeeds.

The UK General Election Lego tracker – Mashable helped us visualise those seats coming in with little coloured blocks.

The worlds largest Millenium Falcon built with 250,000 bricks. (Lego+Star Wars go together like Strawberries+Cream).

“The Art of the Brick” – A genuine art exhibition, currently in Paris.

Lego as regular news – The Metro has its own Lego tag for all Lego related stories. A perfect distraction.

Throughout its journey, Lego has remained contemporary yet classic and despite a few hiccups with claims of sexist packaging they have cleverly refocused on communicating their original value proposition of creativity, and their success has much to do with the way that they have embraced social media and content marketing.

This is personified in their latest #Kronkiwongi social media campaign which definitely got my attention. Right now, Lego is inviting their audience (children, big kids, artists, creatives, techno-geeks & parents) to build and share their #Kronkiwongi on social media and are making sure it shows up in parent’s facebook feeds.

It’s a perfect example of engaging with their fans’ creativity and providing a way to have a meaningful conversation with them. Plus who in their right mind isn’t going to ask the question, what is a #Kronkiwongi?

I’ll be honest and admit that I probably will build a #Kronkiwongi (and if you’re lucky I’ll even share my creation on the spottydog facebook page), but in any case, I’ll be keeping a curious eye on Lego to see what they build next. And if I were a betting woman, I’d say that it probably involves some kind of Lego recipes for the Minecraft crafting table (I’m thinking the opposite of Lego Minecraft). After all, they’re pretty hot on brand collaborations too.