đź‘€Brandwatch: LEGO – The original gender-neutral brand

 âŹł5 minute read

Lego have always been a brand that believes in an all-inclusive and gender-neutral world of play.

Who?

Lego is a Danish Danish toy production company.

In this article, you will learn:

  • Lego just wants you to play.
  • Gender-neutral social media content is aimed at both adults and children.
  • They collaborate with big brands you would not expect.

Some of you may remember that Lego used to include the below letter in a 1974 Lego box set, explaining how “the urge to create is equally strong in all children… boys and girls”.

46 years on, they still hold the same values.

Lego’s Content Strategy :

Instead of advertising blue toys for boys and pink toys for girls, Lego focuses on letting children escape into their imagination.

And that’s it, that’s all they want children to do.


User-generated content appears to be at the heart of Lego’s strategy. Consistent and colourful visual content showcases fun ideas to help inspire children (and some adults!) to build.

Lego has an empowering and encouraging tone of voice which is skilfully aimed both child and parent.

Fun competitions encourage children to explore their imaginations:

Interactions between the brand and parents are always positive and friendly:

Some content is aimed at parents who were probably once avid Lego builders. Lego has also matured with those users by regularly publishing ‘grown-up’ build ideas.

Lego keeps its content fresh by:

  • Tapping into trends. For example, its latest trend showcases ‘Tsugi’ which is Japanese for the art of seeing the beauty in broken things. See top three pictures.
  • Partnering with big brands like Levi’s, Nintendo, Adidas and IKEA.
  • Championing sustainability and quality – as regularly stated in its posts: “We believe good toys are built to last, so you can pass them on and they never go to waste.”
Lego have been particularly creative with content
during the pandemic:

The Telegraph reported that:

Millennials are seeking mindfulness in the miniature bricks, and building models to escape the troubles of modern life. Acting “like yoga”, the simple plastic blocks have offered a barrier between Lego fans and the relentless pressures of screens, social media, and stress.

The Telegraph

During the pandemic when most people were working from home and using zoom to keep in touch with their colleagues, Lego created shareable content that was entertaining and relatable. (P.s I’m the waver, which video call person are you?)

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