Make LEGO the Star of Christmas

Chris Colter

Surpassing LEGO's best ever year.

2014 was LEGO's most successful year. Following The LEGO Movie phenomenon the brand went from the World's 5th highest selling toy company, to first (a big feat with competitors like Mattel who have a portfolio of toy brands).

As building is part of LEGO's DNA they didn't want to rest on their laurels, in 2015 they sought to outperform the year prior. But, with sales throughout the year down, they needed to own the all-important Christmas period to achieve their goal, measuring success by:

  • Increasing Q4 sales +14%.
  • Increasing social engagement +50%.
  • Retaining #1 position.

However, with no movie, a reduced marketing budget and increased competition it looked like they'd need a Christmas miracle…