Building bridges: How Lego connected with its biggest fans

John Davidson

This event report looks at how toy brand Lego has successfully connected with its fan base around the world by tapping into their enormous wells of creativity.

Building bridges: how Lego connected with its biggest fans

John Davidson

Marketers should not fear engaged users and they must interact fully with their brand's biggest fans, according to Peter Espersen, head of community and co-creation at Lego.

Speaking to an audience at the Festival of Media 2014 in Rome, Italy, he quoted his CEO who has said "We want to be entirely driven by people that love the brand". That task is made more difficult than might first appear as the toy brand's fans cover all age ranges, but as Espersen explained, "Lego is a medium of creativity, it...

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