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Brand Profile


How’s bricks?

As widely reported throughout the lockdown, construction toys have been more popular than ever with families and kids wanting to engage in fun building projects at home. Toy World spoke to Marius Lang, UK & Ireland head of marketing at Lego, to find out how the company has weathered the past three months and its plans for the rest of the year. What opportunities did the coronavirus pandemic present Lego? Has there been an overall uptick in sales due to lockeddown families wanting at-home entertainment? We know that many families turned to building with Lego bricks to help them through these difficult times and we’ve continued to see a strong demand for them. We’ve been incredibly inspired to hear so many stories of families enjoying playing with Lego bricks together at home, and to see some of the amazing Lego creations that are being shared by people of all ages on social media. Several famous faces have made an appearance too, such as The Beckhams, Daniel Radcliffe, Zoe Ball, Jade Thirlwall of Little Mix and ex-footballer Wayne Bridge. Inspired by the magnitude of the impact of the crisis on children’s education, we launched our #LetsBuildtogether initiative to help keep kids at home learning through play. We created www.lego.com/letsbuildtogether and

#letsbuildtogether across our social channels as a way to share building ideas, challenges set by Lego designers, retro builds and live build-alongs with fans everywhere.

Can you give us an update on the campaign and other charity initiatives? How these will continue or change as we move past the most severe lockdown restrictions? Since the #LetsBuildtogether initiative launched in early April, we’ve been sharing play inspiration to help families stay curious and creative and we have been incredibly inspired by how many fans have engaged with this and shared their own creations. Over the coming months, we’ll continue to provide play inspiration with new content. The Lego Foundation recently donated $50m to charity partners around the world who are helping with Covid relief efforts. In the UK, as part of this, more than £200,000 has been donated to UK children’s charities to support those in our local communities, through online

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educational resources, set donations and other play equipment, as well as supporting basic needs such as food, sanitary products and care hampers. One of our long-standing partners, Fairy Bricks, has donated more than 30,000 Lego sets to the children of NHS workers, as part of our commitment to give 500,000 Lego sets to children-in-need across the globe.

How will Lego be addressing the challenges now facing retail and retailers as the lockdowns are lifted? We’re doing all we can to supply the products people want the most and have been as agile as possible in response to changing consumer shopping habits, such as the shift to online shopping. Throughout lockdown, we continued to trade online via Lego.com, the online channels of our retail partners and our grocery partners. With the Lego range in strong demand, we are continuing to work closely with our retail partners to help support their needs as best we can as they begin reopening their stores, to help them be safe and successful. We’ve also


Toy World Magazine July 2020  

Toy World Magazine July 2020