LEGO: Who says building can't be beautiful

Influenced by social culture, gendered toys are prevalent in China. Although the toy brand Lego has always advocated that play has no gender, no matter from the source of business or the brand image, Lego is very focused on boys. The brand hopes to achieve further growth and attract more girls to Lego.

Case details

Brand: LEGO

Brand owner: LEGO Group

Main agency: The LEGO Agency

Main agency holding group: LEGO Group

Market launch: Mainland China

Industry: Toys

Media Channels:Influencers (Key Opinion Leaders KOLs, Key Opinion Consumers KOCs), Websites/Microsites,...