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,...
