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...

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