Lego Creative Brief

CREATIVE BRIEF

Lee Yun Si Vanessa (14183403) Leong Ka Yan (14183404) BGD1405-1

1. Background / Overview: • Product info & history

Figure 1: Lego bricks

Lego®

is a series of plastic construction toys that are manufactured by The Lego Group.

The Lego Group is a private company based in Billund, Denmark. The Lego consist of many colourful interlocking plastic bricks accompanying an array of gears, minifigures and various other pars. Lego pieces can be assembled and connected in many ways and it is able to construct into different types of objects such as vehicles, buildings and working robotics. All constructed Lego pieces can be taken apart again and these pieces can be reuse to make other objects.

• 1932 - Ole Krik Christiansen began making wooden toys in a workshop by The Lego Group.

• 1934 - The company name changed to “Lego”, which means play well in Danish.

• 1947 - Lego began producing plastic toys.

• 1949 - Lego began producing interlocking toy bricks named, Automatic Binding Bricks.

• 1951 - Plastic toys accounted for half of the Lego Company’s output.

• 1954 - Christiansen’s son, Godtfred become the junior managing director of The Lego Group.

• 1958 - Modern brick design is developed.

• 1968 - The first Legoland® in Billund, Denmark was opened on a 9 acre site.

• 1969 - Lego Duplo was introduced (Lego Duplo = twice the width, height, depth of standard Lego blocks.

• 1978 - Lego produced the first minifigures.

• 2011, May - 13 Lego kits were brought to International Space Station.

• 2013, May - Largest model was created and displayed in New York (made of over 5 million bricks).

• 2013, September - Legoland® Malaysia was opened making it the Lego’s 6th theme park.

• 2014 - Lego Movie was released, directed by Phil Lord and Christopher Miller.

• 2015, February - Lego replaced Ferrari as the world’s most powerful brand.

Lego® Group’s motto = The best is never too good

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• Current issues / Problems the brand is facing Too many competitors (Mega Blocks and Nanoblock) and the shift of consumers towards the digital world.

• Perceptions of the consumers towards the market & brand Lego is a toy that is suitable for all ages, has high quality and longer durability but some people might think it is slightly overpriced.

• Product Currently, there are about 38 lego themes available in the market. Some of them are Lego® Classic, Lego® Duplo, Lego® Friends, Lego® City and etc.

Figure 2: Lego® Products

• Problems & opportunities in the market Problems: Consumers are switching to digital form of entertainment during their playtime.

Opportunity: Lego Movie helps improve sales (The movie’s theme song was even featured as a live performance at the Oscars the year following its release), effective social media promotions, have more Lego theme parks to help boost sales because currently no other competitors has a theme park, digitalise the Lego bricks into an online game to play it virtually, invent a Lego application whereby users are able to purchase Lego products and play Lego games.

• Market info Market share & market trends: - Lego said overall toy markets in Asia experienced the strongest regional growth, compared with North America and Europe, which recorded low-single-digit percentage sales growth.

- As for Lego itself, the company reported double-digit sales growth in the U.S, its largest market, as well as in the U.K, France, Russia and China.

- One of Lego’s long-term strategy is to turn east and cash in on the growth of the Asian toy market.

Key Competitors: Direct: Mega Blocks, Oxford, Nanoblock (Refer to Table 1) Indirect: Minecraft !2

2. Advertising Objective: What is the purpose of the ad?

- To create high awareness and talk-ability among target audience of Lego® products - To educate the target audience about the benefit(s) of playing Lego®

3. Target Audience: • -

Core Target Audience Joshua Lim, 39 (Father) Parent with 2 children (Daughter aged 5 and son aged 11) Chinese Businessman Income per month: RM 8,000 Busy parent Living in the city, Kuala Lumpur Personality: Sets high standards and expectation.

What the target audience thinks: Child’s education is very important, wants toys that can help educate children while having fun, thinks that good quality toys are important so it is worth the money and need not spend on toys so often and prefers educational toys that helps improve creativity and thinking skills.

• Secondary Target Audience 1. Sophia Lim (5 years old) - Female - Chinese - Pre-school - Living with parents - Personality: Likes to play, always look for her parents, seeks for attention, shy, weak in social skills and has communication problem due to language barrier.

- Spends most of her time in the nursery after school.

2. Alex Lim (11 years old) - Male - Chinese - Primary school - Allowance: RM 50/month - Living with parents - Personality: Introvert, likes to play digital and online games, always stay inside his room and likes building stuffs.

• Consumer Insights Many people think that children between age 5 to 12 wants to spend more time with their parents.

(Based on an online survey recently done) !3

4. Competitors: Lego速 And Its Competitors Brands

Lego

Mega Blocks

Nanoblock

Oxford

Logo

Product Samples

Since

1932

Type of Toy

Construction Set Construction Set Construction Set Construction Set

Manufacturer

The Lego Company

Mega Brands, Inc.

Kawada Co. Ltd Oxford Co. Ltd.

Based In

Denmark

Canada

Tokyo, Japan

Inventor

Ole Kirk Christiansen, Hilary 'Harry' Fisher

Marc Bertrand, CEO Vic Bertrand, COO

Kawada Co. Ltd Oxford Co. Ltd.

Online/Digital Games Themepark Retail Shops

Price

2002

Yes

2008

1961

Busan, Korea

No

No

No

No

No

No

Yes

Yes

Yes

Yes

Very expensive

Expensive

Yes (6 opened, 4 opening soon)

(Ranges from RM12.70 to RM1619.73)

(Ranges from RM17.01 to RM 852.42)

Less Expensive

Expensive

(Ranges from (Ranges from RM 85 RM 54.99 to to RM298.34) RM1278.77)

Durability

Very high

High

High

High

Quality

Very good

Low

Good

Very good

Table 1: Comparing Lego速 and Its Competitors

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5. Product / Brand Positioning Lego® toys is effective in bonding its players

6. Strategy Statement To convince the core target audience that Lego is effective in bonding its players because it allows parent to understand more about their children through play time, communication and interaction because research (Source: http://www.helpguide.org/ articles/emotional-health/benefits-of-play-for-adults.htm) has shown that playtime helps develop and improve social skills between parent and children.

Research above also shown that during the give and take of play, social skills are learnt.

Kids are able to learn about verbal communication, boundaries, cooperation, teamwork and body language during their childhood play. Adults, on the other hand should continue to refine these set of skills through playtime and effective communication.

7. S.M.P. Lego® builds extraordinary bonds

8. Support - Research has shown that love from parents is vital in a children’s growth; which includes actual interaction and communication between parents and child. Most of the busy working parents tend to buy toys for their kids to play to prove their love. However, they do not realise is that their child would actually hope to play that toy with them. > Children who have parental support are likely to have better health as adults. > Children with involved parents tend to earn higher grades, have better social skills. > Children are more likely to have better communication skills when they have parents who are sensitive to their needs and emotion. > Case study: 1280 young people asked to identify what makes them happy in a recent MTV/Associated Press survey. Overwhelmingly, the teenagers who were polled named spending time with family as their top answer. For nearly three quarters – 73 percent – their relationship with their parents is what makes them most happy.

(Source: http://www.parentalrights.org/index.asp?SEC=%7B780255DE-D387-4493BFDB-1C371844036A%7D)

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- One way to begin that journey is by being generous with our time. This doesn’t mean spending hours and hours every day with our children. It means being fully present with them, doing something together that is developmentally appropriate for everyone, on a regular basis. Building with LEGO is a wonderful activity where the whole family can feel successful. We can start by making time in the weekly schedule to sit down on the floor with our children and a pile of LEGO bricks. Through this play, each child’s unique nature emerges and affords us the opportunity to get to know them better. This is also an opening to model collaboration, risk-taking, making mistakes, and problem solving.

Then on those days when we can’t join them, our children will be more accustomed to playing this way together.

(Source: http://parents.lego.com/en-us/childdevelopment/sibling-play)

9. Tone of Voice Creative + fun + warm

10. Mandatories Logo, product and website (www.lego.com)

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