Lego builds on localised branding and digital links
Kids are kids wherever they live, but there is something about New Zealand which makes it the fastest growing market for Lego in the world.
Lego Group head of marketing for Australia and New Zealand Troy Taylor also believed the trend towards children becoming more digitally savvy represented and opportunity, rather than any stumbling block.
Lego, which is 83 years old, sold more than $3 billion of the brick toys worldwide in the first half of 2016.
The toy manufacturer was on the verge of bankruptcy about a decade ago, but has now recorded a $700 million net profit in six months this year.
Taylor said the New Zealand market, where Lego has been sold for more than 30 years, was strong.
‘‘New Zealand growth’s actually outpacing the global Lego growth,’’ he said.
‘‘I think the brand resonates well with Kiwis.’’
He said Duplo, the bigger bricks for younger children, were particularly strong here, and Christmas sales suggested New Zealand would continue to outpace global growth.
But the company has been working hard to ensure the bricks do not come tumbling down.
The launch of a 10-metre high Christmas tree in Auckland’s Aotea Square on Friday, was one example of the company’s attempt to try localise its marketing more.
The tree weighs 3.5 tonnes, is made of more than 500,000 bricks, and is has 3500 lights in its star alone, all especially transported in air conditioned containers. The bricks can lose their colour if they get too warm.
‘‘If you think of how the Lego brand’s been built, it’s been built on the experiences you’ve had as a child.
‘‘To continue that through the next generation we feel we need to provide something such as this tree, where families can come and engage.
‘‘Localising and having more events like this is certainly on our agenda and this is the start of it in the New Zealand market.’’
Taylor said the obvious threat to Lego’s popularity, being the rise of digital technology, was actually something the physical toy could co-exist with.
Lego has launched a product called Nexo Knights, which comes with a downloadable app that can scan Lego bricks to unlock digital content.
The themes, whether it be Star Wars or super heroes, might change, but Lego tested children all around the world to see what trends they followed.
Lego would always be based on the brick, whatever developments might come, he said.
‘‘No doubt there’s a trend towards children being in front of screens more, becoming more digitally savvy.
‘‘But instead of being concerned about it, we’re more embracing it and adapting our product to that new trend.’’
"We're adapting our product to that new trend [to digital]" Troy Taylor of Lego Group