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LEGO® CON

The LEGO Group

Issue 60 | September 2021

Background

Lockdowns during 2020/21 saw new audiences recruited into the LEGO brand. But re-engaging with their existing audience of ‘Build & LEGO Loving’ kids provided an opportunity to grow our active consumer base. With in-store visits down and kids spending more time online, the challenge was to improve their digital discoverability for young fans, and their families. Major fandoms hold annual events, sharing news and exclusive content. They realised they were sitting on three key ingredients – the infrastructure, the talent, AND the invested audience – to enable such an event, in their own building-centric way… and LEGO® CON was born.

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