The LEGO Group: Building goodness

The LEGO Group, the Danish toy company, grew brand desire and sales volume in MENA with a campaign that targeted parents and family friends by demonstrating how playing with The LEGO Group toys can develop positive attributes in children.

Objectives & Challenge

The Covid pandemic in 2020 forced families into spending more time at home which resulted in the increased demand for indoor entertainment and toys. When planning for 2021, we were expecting decline in sales growth dynamic vs. 2020, mainly due to vaccine adoption and people returning to outdoor activities and out-of-home plays. Nevertheless, we challenged ourselves with an ambitious goal of growing consumer sales volume on core product lines by +100% vs. the same period of 2020. We believed that running our campaign during the Ramadan/Eid gift giving season will help us realize the full potential of...

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