How LEGO uses shopper mindsets to navigate the toy category

Sam Peña-Taylor

Christmas is a crucial time of the year for LEGO and sales in the toy category but it is not the main shopping occasion – that falls to ‘treats’ which requires an understanding of different mindsets.

LEGO, the Danish toy company, is slightly unbalanced. At Christmas, the brand makes up 50% of its full year sales! This one occasion has dominated above all others, but as regions other than traditional European and American markets become important revenue streams for the company, LEGO is adapting to new occasions.

This is happening in several ways. “Local occasions are becoming global occasions,” explained Petr Řežábek, Senior Trade Marketing Manager, at LEGO Group, who was speaking at the Shopper Insights and Retail Activation International conference (Amsterdam, October 2018). The most visible of these in the West has been the...

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