Lego and Playmobil succeed in Brand Building

How did Lego and Playmobil manage to remain toy market’s leaders after all these years ? How did they succeed in building such strong brands ?

As we said earlier, the success of brand building is mainly linked to brand awareness, appeal, capacity to create emotion and loyalty. Both Lego and Playmobil managed to gather all these elements in order to build strong brands : 

• Brand awareness : both brands benefit from very large spaces dedicated to their tosy in all the supermarkets or toy shop we went to, which helps creating a greatest awareness among customers. Moreover, Lego and Playmobil are active on different social medias as we will see later on, and create special events (such as beach tours) in order to increase their visibility.

Toys'R Us Bordeaux : each brand has its own dedicated space

• Appeal : they both succeed in proposing the right product in the right way to customer, and are constantly innovating in order to fit the consumers will and so appeal them. Lego uses licensing as a way to stick to the trend among kids and appeal even more customers

• Emotion : being part of the children market, both brands are very emotion focus. Kids do not want something for rational reasons but for emotional reasons such as I love this superhero so I want the Lego licensed with this superhero, I want to be a fireman so I want the firemen set from Playmobil…

• Loyalty : this might be the key element for these brands. If a child is pro-Lego or pro-Playmobil, once grown up he or she will buy to his children what his parents used to buy him and so on and son. According to the furious debate on the Internet, both brands succeeded in creating real communities, extremely loyal to one brand or the other. 

So both Lego and Playmobil succeeded in the delicate art of brand building by mastering the main elements needed to create strong brands.