Perhaps the most famous toys in the world. From the Eiffel Tower to the Titanic to the Spice girls. It can all be put together. With these toys, of course, we are talking about ... LEGO. A success year in and year out. It doesn't seem to be disappearing from the scene. While the patent on the LEGO brick expired a long time ago and the concept seems unprotectable.... How do you do it? LEGO's strategy can be called remarkably innovative and creative. Someone who has contributed to that success is Annemarie de Munnik, Marketing Director LEGO Benelux and today our guest on the Work Professor Podcast. They also did a study "play well" with outcomes on the importance of play. We also go into that in depth.
Annemarie de Munnik is Marketing Director LEGO Benelux. She has been working for Lego for more than 18 years. In 2004 Annemarie started in the marketing department as a brand marketer. After making considerable progress within the marketing department, she made the switch to sales. Annemarie became Sales director Benelux. But after 9 years she returned to the marketing department.
90 years of LEGO
Last year, LEGO celebrated its 90th anniversary. LEGO began with wooden toys. But its success came primarily with the LEGO brick, the so-called studded brick. That little stone is absolutely LEGO's core business. According to Annemarie, LEGO transcends culture, age, gender. Everyone in every country can build with LEGO. In addition, LEGO remains very innovative as a brand. It did not stop at the little brick. They have added larger bricks, called Duplo, for small children. They have technical LEGO, collaborations with Disney, for example, and so on.
The biggest challenge
According to Annemarie, currently the biggest challenge is to reach LEGO's target group. Whereas LEGO used to reach 80-90% of its target group with two advertisements, this is now long gone. "Kids have busy schedules. We need to do more to reach kids. NOT just show the product, but really inspire and trigger kids."
Wondering how LEGO does manage to reach its target audience? And about the results of the Play Well Report? Then listen to the latest episode of the Work Professor.
Links
More about Annemarie
More about the Working Professor
Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.
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