LEGO bets on digital media to continue to grow

The sticky yellow, red, blue, green and black are in a fierce fight with the flasher of the screens of tablets. And in this war, the solution is to throw the opponent. That was found by Danish Lego strategy to attract the attention of children to the world of physical toy, increasingly forgotten by both the small as adults.
Overall, the tactic is not new, but in Brazil, gained momentum this year. The delay to start using digital as a transport channel to the physical toy occurred because the company arrived in the country just four years-until then played around with only distributor. In the early years in Brazil, Lego has focused its marketing on children''s television channels closed.
The first campaign of the two companies together involves a partnership with Spotify. Streaming music platform was placed a playlist with seven stories up to 6 minutes each. The narratives were created to motivate the joke between parents and children and, at the beginning of each audio, are given the instructions that must be mounted with the toy parts.
"The Lego competes today with the phone for the attention of children. The goal of creating the channel on Spotify is to stimulate the physical world through the digital. Lego knows that you can''t not be present in a digital (manufacturer of) physical toy, "says Carol Escorel, Vice President of operations and business of the Isobar. The campaign strategy is still to get the parents to play with children, since they are the ones who buy the toys, the marketing director of Lego of Brazil, Vivian Marques.
Alexander van Beeck, Managing Director of GS & Consult, consulting firm specializing in retail, toys are increasingly distant from the children''s world, losing to tablets and mobile phones. "It is important that companies create natural connection with the children through the digital unfold for the physical."
Remember the example of Beeck manufacturer of Crayola chalk, which, in the United States, have stores filled with incentives, such as computers that allow kids to do custom labels for the chalks. In Brazil, the consultant believes that there is a lack of similar initiatives. "I have only seen brands work pretty models based on videos and on YouTube," he says.
According to the consultant, consumers have changed their habits at a speed so fast that companies have not been able to keep up. "It happens in several segments, such as the music (which migrated almost entirely to the internet). The children''s play area don''t stay out ".
Import. In an attempt to get closer to the consumer, the Lego study launch in Brazil an online platform that already exists in the USA and that brings together fans of the brand. In this kind of social networking, the kids post photos than assembled, in an environment where they can share ideas of what you can do with the blocks.
In the coming months, the company also intends to intensify your work with videos in Brazil. Translations should be made short films of the brand that are already on the air in other countries. Today, Brazil is the second country in number of access to the global page Lego on Facebook, second only to the US – even without the page content in Portuguese. "There is already a lot of interaction with the Australian public. The intention is to increase it even more, "says Vivian.
Within the marketing strategy for the Country, the company also intends to increase the promotion of events, such as temporary areas in shopping malls for children to play. The events are accompanied by the creation of special hashtags so that the digital side don''t get out and parents post photos on social networks.