One of the most unforgettable moments in a kid’s life is, no doubt, receiving that first toy. And while they’ll collect plenty over the years, few compare to the magic of snapping together those first LEGO bricks.
It’s a moment that’s simple, creative, and timeless, just like LEGO’s marketing.
LEGO has been around since 1932, and somehow, it’s still one of the most beloved names across generations. Your grandparents played with it. Your parents did too. And odds are, your kids will be putting together bricks soon enough.
It’s survived declining sales, an identity crisis, and the rise of screens and digital everything. Yet, it’s still dominating the toy manufacturing industry.
That’s because just like its signature bricks, every piece of LEGO’s marketing is designed to connect fan to fan, fan to brand, and idea to execution. Let’s break down the building blocks that make it all work.
The Community That Builds With You
LEGO might be a toy company on the surface, but look a little closer, and it’s clearly something more. It’s become a cultural powerhouse, with blockbuster films, theme parks, hit video games, and even exciting PR moments like the life-sized LEGO race car driven by F1 drivers.
But beyond all the media spin-offs and nostalgia, LEGO’s real edge comes from something a lot deeper: community. Not in the vague, buzzword-y way most brands use it. LEGO actually builds with its fans. Literally.
Here’s how they’ve turned community into one of their strongest brand assets:
🧱Co-Creation Platforms
LEGO takes genuine appreciation for its community to the next level with LEGO Ideas, a platform that turns fan-made creations into official products. Any LEGO fan can submit a custom build, and if it earns 10,000 community votes, LEGO reviews it for production. If approved, it hits the shelves, and the creator earns 1% in royalties. It’s like building side by side with the entire LEGO community, coupled with a sweet incentive at the end.
🧱Fan-Led Events & Groups
LEGO recognizes and supports thousands of Adult Fans of LEGO (AFOLs) through official LEGO User Groups (RLUGs) and fan conventions. While these groups operate independently, LEGO provides its fans with resources and early product access. It’s perfect brand amplification from the people who love it the most.
🧱Digital Community Engagement
LEGO does a great job of making fans feel like they’re part of something bigger. Scroll through their Instagram or YouTube, and you’ll see tons of community-built creations getting the spotlight. It sends a clear message: this brand is as much yours as it is theirs.
We can clearly see how LEGO is trying to portray the idea that when you invest in your community, your community invests back. This proves that centering your marketing strategy for your audience leads to deeper loyalty, better products, and long-term success. It tells us a lesson that this approach is a strategic business advantage.
Build a Loyal Brand Community Like Lego
At the heart of LEGO’s marketing is a shared sense of co-ownership that makes fans feel seen and responsible. And as a result, they show up again and again. That’s the kind of loyalty brands just can’t fake.
Here are ways you can bring this mindset to your brand:
1. Build clear pathways for contribution
What LEGO does brilliantly is create systems that give fans meaningful ways to contribute. Try creating structured programs (design submissions or ambassador roles) that offer clear timelines and outcomes.
2. Show that their work matters
Take a layered approach to recognition: feature their work publicly, show them how their feedback shaped the final product, or let them take part in behind-the-scenes processes. LEGO’s royalty model is powerful, but even non-monetary acknowledgment (name credits, or exclusive access) can foster deep commitment.
3.Start small, but start intentionally
You don’t need a massive fan base to apply this. Begin with a niche group of superfans. Involve them early, give them responsibility, and build rituals and feedback loops that fit your brand’s core identity. If they feel like insiders, they’ll act like owners.
How Jumper Can Help You
Now that you’re thinking beyond surface-level engagement, it’s time we transform the LEGO mindset into actual momentum.
You’ve got the vision, now it’s time to execute. Here’s how Jumper Media’s two key services can help you:
If your goal is to grow locally, Jumper Local is built for that. We’ll help you rise to the top of Google Maps rankings so that when your community searches for you, your business is going to be the one they’ll see first, not your competitors.
But if you're looking to expand your brand presence online, our social media management services are where that begins. We help you bridge the digital gap between your market and you. Your story deserves to be told in a way that resonates the most with your audience, and that’s what we seriously do best.
Whether you're just starting out or looking to expand your brand, Jumper Media is here to help you build a community that rivals LEGO’s commitment—even if we have to do it brick by brick.
