Navigating LEGO City – how the toy brand is making it easier to find just the right thing

Looks at how LEGO took a deep-dive into how people are navigating the LEGO City aisle in order to understand what it could do to ease the shopping process.

LEGO is in a slightly unusual position in that the people who shop for its products are rarely the people who play with them. This gives the brand a challenge when it comes to in-store displays and packaging, as both have to serve a dual purpose: exciting a child sufficiently to want the products, and helping adults doing the buying find the very thing that will match their child’s interests.

“LEGO City is one of our largest product lines and hugely popular with parents and gift givers due to its breadth of products,” Felicia Thomas, Insights Innovation Manager at LEGO,...

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