The opening of the LEGO group can feel overwhelming and exciting parts. With many bricks and small details that were placed in each component in a box, it is keen to build brick castles, rocket ships, and city boat, and more than that has attracted children in large numbers for 92 years.
Few companies have managed to repeat the success of LEGO yet. Its games extend over generations, from adult amateurs who re -call their favorite games to the next generation.
Since its modest beginnings in 1932 as more than a carpenter’s passion project, LEGO’s games have become an indispensable part of childhood. Name the topic, and it is possible that there is a group, whether it is architecture, anime, race or jazz.
Over the decades, LEGO could have been very well replaced with more addictive and attractive electronic tools. But this was not the case-if anything, it could not be better for the Danish company owned by the family. I mentioned the results recorded in 2024, with a 12 % sales Growth against a 1 % decrease in the game market.
So, what is the secret Lego sauce to keep children (and recently, adults) are addicted to its colored brick?
luck Take an exclusive look behind the scenes to develop the LEGO product and the secret to maintain the relevant iconic brand.
One of the long-term LEGE-SPACE-Walking topics that makes his approach unique and helps him stand in the time of time. The space was one of the three official categories of the company where the “Castle” and “CITY” games also developed dating back to the 1970s. The secrets of the future were supposed to represent, as the castles did in the past. The popularity of space with children has endured over the years as it was seized Children’s imagination As one of the endless opportunities.
“Building LEGO is a passion for itself,” said Julia Golden, head of products and marketing in Lego. luck In an interview last year.
Listening to children, children
Lego early realized that there was no agent to understand what children wanted without hearing directly. Golden said that the company made this deliberate decision about 10 years ago, and it helped the company change how to continue making games.
“What makes the LEGO group unique, first and foremost, they really understand the audience,” Golden. “Not only to understand what will be important to them, but what are the correct dynamics of the experience.”
The quality of LEGO bricks is another factor that distinguishes it, where groups can move from one generation to another, according to Frederic Tut, the Circua Market Research Company. Unlike reckless games, parents believe that their children can get something good from LEGO games, whether these engineering capabilities or their creativity.
“When parents buy Lego for their child, they believe that he will help them build their minds,” luck. “They (LEGO) are trying to develop products for anyone and everyone.”
Convert the idea into reality
As a game maker for a long time, Lego has developed a good decorating machine to help her constantly generate new ideas. The company “Boost Week” once a year – think of it like a rapid brainstorming session usually associated with startups that stimulate new concepts. Designers reach new ideas or their work on current ideas, giving them creative freedom outside their daily schedules. There is no reference list of what to achieve, although the goal is to know what can be converted into a possible Lego group.
The next step is to know the extent of “Decondable” models, including finding elements that tell stories and facilitate playing with LEGO astronauts or purple colleques.
In addition to Aleppo ideas from the developers of the company assigned to the company, the company hears directly from its fans.
“We also play things with children on a large scale,” said Mihan.
The company brings children all over the world, from Germany to China, to find out what they want more. Mihhan, who leads the company’s last area’s campaign, said.
During one of her tests “DIY”, one of the children was flying around a vehicle with wheels, and he gathered foreigners along the way – not part of the design of the initial group.
“We are very practical, we are adults … but in the eyes of the children, it was a car flying a perfect space. But there was one complaint: (the child) said that we need more foreigners. We have actually put more foreigners in the box as a result of this child.”
Add foreigners to LEGO groups, as in Lego satellite stationIt adds more layers to what can be a clear set and also represents a common thread that connects it from other categories together. For example, Lego foreigners can also be found in Science Science Lab and Rover groups. Small green creatures are deliberately designed to look similar as a sign of LEGO builders, Mihan says luck.
LEGO quality and complexity can Make her products expensiveSometimes the maximum of the latest iPhone. This is particularly applied to the products that have been withdrawn from the market, making them rare. The modernity of her products made her a dream dream and even the goal of $ 100,000 pumping In the United States, the company says it offers groups through different price points, so no one feels a price. Its products can be the simplest The cost of one dollarsLike 7500 pieces Falcon Millennium The group may cost about $ 960.
In order to love details
LEGO’s care for quality and details is certainly not a new phenomenon. The founder of the company, Ole Kirk Christiansen, drowned it carefully For his sonWho once tried to use two instead of three coats of the paint to accelerate an order and are reprimanded.
The company’s tendency to get details not only applies to its space creations or the process of developing games, but also to its business. Goldin, for example, wanders around meetings that look at the current performance of the company while discussing the pipeline over the next few years.
Many of the legacy of the Danish company as a playmaker are associated with how to make play available across the age groups, interests and levels of experience. Mihan explains the subject of space, it can aim to three types of fans: stories narrators, most of whom are children who have magic of the topic; The enthusiasts, who have an interest in learning about this field; And others, who are generally attracted to all things, including their artistic aspect.
“There is another strength they have, which is that it appeals to young children, as well as teenagers or adults who have complex pieces. So, they grow with you,” Tut said.
The granular approach also applies to how LEGO products have designs and designs, and the markets can Adult fans baseEnsure that there is a game for everyone. But there is one certain thing: Regardless of the motives, the company is trying not to contact the details because that gives LEGO games its character.
Golden says that Lego fans “really notice” the small elements he adds, because they “bring a lot of excitement.”
She said, “It is more than just a game because it is a very immersive experience,” she said.
A copy of this story was originally published on Fortune.com On August 25, 2024.
This story was originally shown on Fortune.com
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