If you’re a longtime listener of Marketing Trends, you know that we have always been big fans of LEGO and its marketing journey. So we were thrilled to welcome to the show Michael Moynihan, the Vice President of Marketing at LEGO. We picked his brain about how LEGO was able to take its marketing strategy to a whole new stratosphere thanks to things like digital experiences and entertainment properties. But the success did not come overnight. It was a long trip to that stratosphere, and Michael was there for it all, so he has a lot of wisdom to share.

3 Takeaways:

• Digital platforms can work as an accelerant to drive interest in a physical product
• Lego is not an entertainment company, it is a building company and any entertainment properties surrounding Lego have to be released with a strong story in a way that celebrates the brand
• Partnerships have to be sustainable and create value for all parties involved

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