Feeling stressed? Kids and adults need to be able to relax and play. One toy company ready to accommodate adults is a long-time favorite around the globe – Lego!
Lest we think that Legos are only for young kids, the company has set its sights on the adult market, promoting the colorful blocks as a way to escape stress and achieve a level of calm. Lego has new, more complicated and expensive kits that are targeted at Gen X members. New kits include the Central Perk café from “Friends,” a vintage Batmobile, Star Wars Millennium Falcon, Harry Potter Hogwarts Castle and many more. Lego has also revised instruction manuals to make kits foolproof and introduced new models that have soothing movements.
Adult Lego fans also have their own Facebook and Reddit groups, along with the acronym AFOLS (adult fans of Legos). Plus, in a master stroke of branding, Legos now has a prime-time TV show featuring teams competing to build Lego masterpieces. There are even books that focus on the joy of playing with Legos.
Ready to relax?
Group Activities and Discussion Questions:
- Review Lego. Company Web site: https://www.lego.com/en-us
- Search the site for adult Lego sets, prices are $100+: https://www.lego.com/en-us/categories/price-over-100-dollars
- View Lego Masters TV show: https://www.fox.com/lego-masters/
- Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
- Ask students what data they would want in order to make a marketing decision for Lego products.
- Divide students into teams. Have each team do general research to answer the questions above. (Ex: overview of industry, size, growth, new technologies, environmental impact, etc.)
- Debrief the exercise by compiling information. Does this give a good picture of the situation faced by Lego?
Source: Washington Post; other news sources