LEGO

                Lego is a child's plastic construction set for making different kind of shapes. The company believes that play is the essential ingredient in a child's growth and development. Thus Lego encourages imagination, conceptual thinking and creation. The Lego mission is to nurture the child in each of us, and this means that they actively encourage self-expression through creation, thus enabling children of all ages to bring endless ideas to life. The Lego experience is playing, learning, interacting, exploring, expressing, discovering, creating and imagining while all having a heavy dose of fun. I remember when my brothers and I were still children, we had our collection of this Lego toys and since were grown-ups now, in every family gathering, we used to play with our baby cousins like what our parents did before. 

               One of the most notable things concerning the LEGO is that it is viewed as a strong brand. It been part of the toy market for so long, that grandparents and parents can remember playing with the toy as a child, and so often feel they have a relationship or bond with the product. The brand has also infiltrated many markets world-wide, and its fame is instrumental in its continued success. Another positive aspect of LEGO is the broad of products it sells and its ability to create products for children of all ages. This is coupled with different products are targeted at different target markets depending on the ages. This may help ensure that consumers do not stop purchasing because they feel they have grown out of the product. It also makes the consumer believe that the product is more personalized to them. The development of target markets over age groups may also help keep the consumer for longer, and so encourage the consumer to form a greater bond with and more loyalty to the product.

The problem is, the world is getting modern every year, and there are plenty of toy companies entering the market, offering technological environment to   consumers. Thus, children nowadays are much more attracted to the digital and technological world. Where 50 years ago, the use of plastic in a toy may have been viewed as a highly innovative idea, today the consumer is much more attracted to technologically innovative toys. An area which LEGO is not known for.

Hence this campaign of LEGO is defines the mission of the company. 

          The campaign you see together with article shows the strength of LEGO and the opportunities consumers could get from the product. Strength because the company made a product with a history and to which all generations feel attached. Moreover they have unique selling point and that is to capture a creative imagination from the players.  LEGO became a famous toy brand in the world. As the world moves forward, the company also made a lot of innovations that will also compete with the modern toy technology their competitors’ offer that is basically consumer based. Has successfully introduced helpful extensions which helped strengthen the brand. Opportunities like more child-oriented products could be introduced under the brand name. With the innovative focus of the company to their benefit which is to help nurture every children's mind and widen their imaginations. 

With LEGO, you can form anything!