LEGO. Action. Movie. Do these pieces click together?

I think I was old enough to drive before I stopped playing LEGOs on a regular basis.

And I must have almost 100 minifigures spread across my 6x6 office cube today. Look, I’m a kid at heart; what can I say? It’s part of my quirky charm. :P

But even as a loud and proud adult fan of LEGO (AFOL) – yes, such a moniker exists –I had reservations when I first heard Lego intended on making a movie.  

LEGO, the Movie?! WHY?!

Movie THEN toys. Isn’t that the usual way of it?

You’re thinking; “Barbie did it!” Sure, but Barbie is a toy tycoon centered on a core set of timeless characters. LEGO doesn’t have a central story/cast – they have 10s of product categories/genres, 100s of sets to support and 1000s (no, MILLIONS) of characters!

You’re thinking; “But Toy Story was EPIC!” Ok, first of all, the first and third, for sure (but I digress). Every kid and kid-turned-adult wants to believe their toys come/came to life when no one was around. The franchise thrived on that dream and nostalgia. This isn’t a movie about toys coming to life – this is a movie where the “toys” ARE real life – in an alternate reality.

You’re thinking; “But what about Disney’s Cars franchise?” A bit like anthropomorphic Hot Wheels, (although no affiliation to the brand) – each vehicle capable of developing and sustaining unique, net-new story arcs all their own. Why can’t LEGO?

Look, I don’t want to fight anymore.

All I’m saying is I was skeptical that a century-old, traditionally male-targeted building block toy could make the safe (read: profitable) transition to the big screen.  

And, my skepticism reached a peak earlier this week when a friend tipped me off to the Lego Movie’s official trailer release. Take a look:

Maybe I’m still reeling from the impressive list of voice over actors recruited to the project.

But, with a 2 minute, 15 second teaser, I’m on board!

LEGO, the Movie. Why NOT?!

The trailer doesn’t give away much.

It seems we can expect a galactic-themed, everyday superhero/budding romance all wrapped into one (set to the tune of PG).

But the preview does established heart and soul.

It pokes fun of the motley crew amalgamation of characters LEGO has amassed over time (licensed 

characters and mermaids, historic figures and NBA all-stars). It animates pieces in a magnetizing way; both shattering apart and reconfiguring in ways that both boggle and delight the mind.

What do you think?

Can LEGO be a hit in theaters?

Would you go see this movie?

A LEGO Movie Blockbuster; just one more piece in building Brand Equity that lasts.

Who would have thought a toy founded on the premise of building blocks could even survive a century+ of competition and progress?

That it would be able to grow beyond simple relatability among infants and toddlers and be admired by the entire K-12 span?

That it could keep pace with (even translate to) the rise in popularity of video games?

That after decades of being sold in traditional mall and big box toy stores, not only able to open stores of their own, but barely manage to keep lines of fanatic customers at bay? (Seriously, have you ever been inside a LEGO Store? PACKED. TO THE. HILT.).

All with an ultra-premium pricing model (don’t even think about asking LEGO to build you a coupon).

Seriously, if LEGO can build a mega movie hit, it will be the ultimate story of enduring escalating Brand Equity.

With a successful movie franchise, LEGO will have assembled an iron-clad brand stronger than their $200 TECNIC 4x4 Crawler.

What are you doing February 7? Let’s go to the movies. :)

Heroes in a half shell - [LEGO] Turtle Power!

Step aside, sex; nostalgia sells us adults too.

When I was a kid, I loved two things; LEGOs and Ninja Turtles.

Can you imagine the joy that pulsed through my veins when I first received this email? I’ll try to contain my excitement.

I want ‘em in the worst way.

 But why, Dan? You’re almost 30. Grow up.

But that’s precisely the attraction – and marketers know it.

Yes, I’m an adult now, and I’m bitter.

Youth is wasted on the young, remember?

We all long to be kids again. And we don’t ever really grow up, we just grow old. So sleep tight, kids - the rules of the playground (still) apply. Mommy and daddy (still) worry about fitting in; they talk (and are talked about) behind the backs’ of friends – (we’re essentially a world run by children – scary, huh?).

But I digress. Back to marketing…

The toy industry says that while parents control resources, kids are the primary decision makers.
 

Not always true.

Sure, they are heavy, heavy influencers, but parents must ultimately decide when and for what they’ll shell money (see what I did there? shell/Ninja Turtles? Was I born to do this or what?). :P

Now LEGO is a bit of an anomaly; possessing a sub-culture of AFOLs (Adult Fans of LEGO) that buy and collect sets for themselves.

But all of us miss our favorite childhood toys – and if not, at least the memories.

So when we’re back in the toy aisles on behalf of our next of kin, it’s no wonder we’re most inclined to stop for a familiar face.

It’s why marketers of Furby are laying it on thick this upcoming holiday. It’s why the Care Bears enjoyed a slight resurgence a few years back.

And so, I argue that
when you’re a toy, you only have to break through to one generation of kids.

Once secured, ride the generational wave.

Set your marketing alarm clock for 10-15 years into the future and take a nap.

The next go-around, it’s just as easy to grab the attention of the parents, your former playmates.

Apply some tweaks so that you boast new, fundamental features and benefits in demand with today’s youth and wave down parents traversing the toy department no doubt lamenting their own squandered youth.

Repeat x 1,000!

Solid game plan? What do you think?

LEGO Totally Gets Marketing.

I’m sorry, they just do!

Who else could transform what are essentially building blocks into an extensive subculture with international appeal; capable of supporting movies, video games, competitions, five themed amusement parks and an endless array of fan blogs?

It’s clear that LEGO has made a conscious effort to denote and cater to two distinct buyer groups; children and (more recently) adults.

The first, you see played out extensively in their corporate stores and catalogs, on the web and the bulk of product packaging; minifigs brought to life through action-packed poses that stretch the feasibility of what actual pieces are able to achieve.

The second style, with its thought-provoking, simple elegance, was discussed on 30k Feet earlier this year.

Well they did it again, this time paying tribute to perhaps my favorite brand (and TV family).

The Simpsons!!

With their “Imagine” campaign, LEGO reminds adult fans that with the right amount of imagination, talent, and patience, individually insignificant colored bricks can transform into something truly captivating.

Sure, they could serve us the same tactics that prove effective on today’s kid builders (mostly male), but this minimalist strategy is far more affective. Each standing alone as a proverbial Magic Eye puzzle; the ads are both cunning and charming. 

The versatility of LEGOs never ceases to amaze me.

 

Now, if only LEGO and The Simpsons could strike a true licensing deal, transforming famous show characters into actual minifigures and licensing building sets (742 Evergreen Terrace, Moe’s Tavern, the Quik-E-Mart, etc.), I’d be in heaven!

Can you decipher which other pop culture icons are embodied in the Imagine campaign?

Simple Elegance Delivers a Dynamic Story for LEGO.

Have you happened upon one of LEGO’s free standing US stores? Jam-packed. Every day. Is it just me, or did LEGO wait far too long to step beyond the confines of partner retailer’s shelves? Think of all the lost revenue!

Well, they’re here now, and despite the rising prevalence of shiny, high-tech competition in the toy industry, LEGO is enjoying somewhat of a renaissance.

I’m a Proud, Self-Admitted AFOL…

That’s “Adult Fan of LEGO.”

I’m not afraid to admit I continued to play with LEGOs well after my collection of Hot Wheels and Ninja Turtles were carted off to Goodwill. Heck, I was still pushing LEGO racecars across the carpet when I was old enough to drive a real car.

And still today, I build (and sneak my collection of bricks into the real world anyway that I can).

But enough about me.

Let’s talk marketing.

LEGO email, catalogs, and packaging are all visually stunning. Truly, the best in the biz. They arrange products in a captivating, action-packed way. Whether showcasing CITY, space, pre-historic or licensed product groups, LEGO brings their building sets alive; drawing buyers in. 

And now, a print ad elegant in its simplicity. From the team at San Francisco-based Pereira & O’Dell, four panels visually highlighted with nothing more than a single, 2x2 colored brick.

In each of the first three panels, light gray copy tells a different tale of adventure; all made possible through LEGO’s growing library of product categories.

As if the typography, (with its varying degrees of kerning and tracking) wasn’t enough, the magical stories draw you in.  They know no bounds – jumping between time periods, real and imaginary. One minute you’re flying toward the Great Wall of China via spaceship. The next, you’re crossing the finish line in your Formula 1 race car.

But that’s precisely what playing with LEGOs can be.  

While video games and other interactive toys have predefined levels and parameters, LEGOs has never been about boundaries. Each day; a new nonsensical adventure waits!

The final panel is highlighted by a single yellow brick (the first piece and color LEGO created back in 1958).It is devoid of copy. Instead, blank lines and a parting sentiment;

“Every LEGO brick tells a story. Build yours.”

Less Is More.

The ad truly captures LEGO’s essence. Fundamentally-speaking, they just build bricks. You build the adventure.

Dubbed, “Toy of the Century” (FORTUNE, 2000), this corporate brand-building ad garners a certain respect and esteem due to an organization that’s exhibited incredible stamina in an industry besieged with short-lived fads. 

We don’t have an “Ad of the Week,” but maybe we should...