LEGO: How an 82 year old brand is bridging the physical and digital worlds

This event report explains how LEGO, the toy company, builds 'relationship strategies' to make the most of digital media, focussing on the areas of social, search and online video.

LEGO: How an 82 year old brand is bridging the physical and digital worlds

Lena RolandWarc

Lars Silberbauer, global director of social media, LEGO, discussed the toy brand's digital media strategy and how it maintains relevance in an increasingly digital world. Silberbauer was speaking at the Festival of Marketing, a two-day event held by Econsultancy, Marketing Week, Creative Review, Design Week and Data Strategy, which took place in central London in November 2014.

LEGO was founded in Denmark in 1932. Appealing to children and adults alike, the iconic brand operates in 130 markets, a testament to its enduring...

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