Make LEGO the Star of Christmas

This case study examines how Lego, a Danish toy manufacturer, boosted its Christmas sales by making an emotional connection with Australian families.

Make LEGO the Star of Christmas

Chris ColterUM

Surpassing LEGO's best ever year.

2014 was LEGO's most successful year. Following The LEGO Movie phenomenon the brand went from the World's 5th highest selling toy company, to first (a big feat with competitors like Mattel who have a portfolio of toy brands).

As building is part of LEGO's DNA they didn't want to rest on their laurels, in 2015 they sought to outperform the year prior. But, with sales throughout the year down, they needed to own the all-important Christmas period to achieve their goal, measuring success by:

  • Increasing Q4...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands