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Lego Pitch
The Lego Group is conducting a media agency review, moving away from previous partnerships with Starcom and Carat, which have managed their U.S. and European accounts respectively. In 2016, Lego witnessed a revenue growth to $5.78 billion, attributed to their innovative product launches that blend physical and digital play experiences. The document also details consumer insights, revealing significant engagement from adult audiences and trends within the toy market, emphasizing a focus on creativity and physical activity in toy selection.
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Lego Pitch
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- 2. NAME BRAND PITCHTYPE Media MARKET DATE The Data You Need to Win This Pitch DESCRIPTION The LEGO Group is launching a multi-market media agency review. Publicis Groupe's Starcom has handled the toy giant's account in the U.S. since 2004. Dentsu Aegis' Carat has been responsible for most of the client's European media business since then. It’s expected that both will participate in the review. The toy marketer spent about $85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media. That was up sharply from the previous year, when it spent about $50 million, per Kantar. Global figures weren’t immediately available. Lego Puts Global Media Assignment In Review Global June 6, 2017
- 3. Client Profile /Market LEGO Systems Inc. (LSI) is the Americas (North America and Latin America) division of the LEGO Group, a privately-held firm based in Billund, Denmark. The LEGO Group is committed to the development of children's creative and imaginative abilities through high-quality, creatively educational play materials, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." COMPANY BACKGROUND MAIN COMPETITORS 2016 Sales (mil) 2016 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent 17,310 30,00 - - - - FINANCIAL OVERVIEW - Source: AccessConfidential.com - DECISION MAKERS by julia.goldin@lego.com Chief Marketing Officer Ms. Julia Goldin heidi.bailey@lego.com Senior Marketing Manager Ms. Heidi Bailey
- 4. U.S. Toys Industry U.S.TOYS MARKET SIZE $20.36 BN U.S. GLOBAL ANNUAL IMPORTS OF TOYS $19.3 BNMARKET GROWTH +5% U.S. GLOBAL ANNUAL EXPORTS OF TOYS $2.5 BN
- 5. Fast Food industryin numbersMarket Segments T O P S E G M E N T S b y SALES T O P S E G M E N T S b y G R O W T H P E R C E N T A G E Sales of Outdoor & Sports Toys in the U.S. Infant/Toddler/Preschool Toys in the U.S. Dolls sales in the U.S. $1.44 USD $3.2 USD $2.88 USD Games/Puzzles Outdoor & Sports Toys Dolls 18% 10% 10%
- 6. Fast Food industryin numbersParents and Toys Toy purchasers are most likely buying for kids under the age of 12 48% 30% of adults purchased toys and games for an older child E L E C T R O N I C T O Y S 53% playing with traditional toys is more important for child development than playing with electronic toys 29% believe electronic toys are more important for child development 40% Parents with kids ages 12-17 are the most likely to find value in electronic toys 57% parents with kids under the age of five prefer traditional toys
- 7. Adults and Toys 63% Americanshoppers agree that toys aren’t just for kids; they can be for adults, too. 22% US consumers purchased a toy or game for themselves. T O P T O Y S T Y P E S F O R A D U L T S R E A S O N S T O B U Y 21% CARD OR BOARD GAMES 19% ARTS & CRAFTS 17% PUZZLES 56% BOUGHT TO MOTIVATE FUN 31% BOUGHT JUST TO HAVE A LAUGH
- 8. Fast Food industryin numbersParents’ Purchase Drivers M O S T P O P U L A R T O Y S F O R K I D S 35% ARTS & CRAFTS 33% BUILDING SETS 30% STUFFED ANIMALS 30% TOY VEHICLES 76% toys that allow the child to have fun 38% toys and games that promote physical activity 52% toys that encourage creativity 35% toys that promote cognitive skills 34% toys that promote motor skills
- 9. Fast Food industryin numbersLego $5.78BN REVENUES IN 2016 +6% REVENUES GROWTH 16,836 EMPLOYEES IN 2016 • Nationalities represented in the LEGO Group • Number of different LEGO shapes • Number of colours used in production • LEGO tyres produces per year • Total LEGO elements sold per year • Children reached through LEGO Foundation activities • Children reached through Local Community Engagement 80 3,700 67 > 730 million > 75 Billion 635,000 >100,000 2016
- 10. Fast Food industryin numbersLego group facts 38% toys and games that promote physical activity 52% toys that encourage creativity 35% toys that promote cognitive skills 34% toys that promote motor skills Lego baseplate was the element produced in the largest number 2.7 BN Moulded in 2016
- 11. LEGO Brands 335 New items launchedin 2016 New launches account for 60% of sales to consumers T O P F I V E S E L L I N G S E T S I N 2016
- 12. Blending Physical andDigital NEXO KNIGHTS HAS BEEN LAUNCHED IN FEBRUARY 2016: “ The glue that holds these 3 pillars together are scannable Nexo Shields which can be found in both digital and physical realms. Using the free Merlok 2.0 app (Downloadable on Google Play or iOS), fans can scan Nexo Shields found on TV, webisodes, the LEGO.com website, LEGO Club Magazine, and of course the actual physical Shields included in LEGO sets to unlock Nexo Powers that power up the game contained in the Merlok 2.0 app. “ jaysbrickblog.com original theme that’s underscored by a very “boyish” conflict setting strong memorable characters a TV show a companion digital app
- 13. In 2017, thecompany will introduce new platforms to further develop blended digital and physical play products. Blending Physical and Digital A social network specifically designed for kids under the age of 13 to safely interact and engage in all things Lego. All ads shown are for Lego products. The app will also offer building challenges as a way to try and jump-start creativity in kids using the app, and new Lego sets will encourage kids to share pictures of their latest builds on Lego Life in the instruction manual. A basic robotics- and programming-oriented kit that’s supposed to be more playful than didactic. Boost is built around a motorized block called a Move Hub, powered by six AAA batteries and equipped with a tilt sensor. The accompanying app can be used on an OS or Android tablet, which is both a building guide and a drag-and-drop programming tool.
- 14. Fast Food industryin numbersLEGO Marketing 2016 TRACKED MEDIA SPEND $86 Million T H E L E G O B A T M A N M O V I E Chevy ran a Lego-ized installment of its two-year-old TV campaign featuring real-people focus groups. Lego people were making depressing psychological assessments about what the Batmobile says about its driver A 60-second version generated 2.6 million organic views on YouTube, according to Gary Pascoe, chief creative officer, North America at Chevy lead agency Commonwealth/McCann. The movie hit cinemas on February 2017 $53 M in its opening weekend The brand collaborated with various properties like “The Big Bang Theory”, Cribs and Chevrolet, which used 344,000 Lego pieces to build its own Batmobile, displayed at the Detroit Auto Show
- 15. F E MA L E A U D I E N C E (38.8%) Fast Food industry in numbersLEGO’s Audience SEE THE FULL PROFILE TOP PSYCHOGRAPHICS NERDS SEE THE FULL PROFILE M A L E A U D I E N C E (60.2%) GAMERS NETIZENS BEAUTY & WELLNESS AWARE MONEY SAVERS NETIZENS 15-17 YEARS OLD 26.3 % LIVING IN THE SOUTH 29 % HISPANICS 17 % MARRIED 50 % 35-44 YEARS OLD 32 % HAS CHILDREN AT HOME 51.4 % TOP PSYCHOGRAPHICS
- 16. QUICK DEFINITION: Generation ZNerds Male consumers interested in fast fashion brands like Zara, H&M and Topman. The term “fast fashion” refers to a phenomenon in the fashion industry whereby production processes are expedited in order to get new trends to the market as quickly and cheaply as possible. 33% 66% 0 100% 15-17 18-24 25-34 35-44 45-54 55-64 72% MALE 64% SINGLE 99% WITHOUT CHILDREN 9.2 x NETIZENS 5.6 x GENERATION Z NERDS • • • ••• GAMERS TECHIES 2.2x 2.5 x DESIGN LOVERS
- 17. 1 GENERATION Z NERDS: GAMING GETTHE FULL PROFILE GAMING ATTITUDES 13% FAVORITE GAMER FAVORITE GAME GENRES RPG BEAT‘EM ALL GAMES STRATEGY GAMES 54% Reads video game magazines Visits gaming/ technology websites SLYFOXHOUND Social Gamer Gamer Hardcore Gamers 6 11 16
- 18. GENERATION Z NERDS ONLINEBEHAVIOR GET THE FULL PROFILE Always online Netizens ATTITUDE 5.6x 67.8% Visits online video channels Rooster Teeth App 39.6x Mobile App Happy MOBILE CENTRIC 3.4x
- 19. GENERATION Z NERDS: TECHNOLOGY GETTHE FULL PROFILE TECHNOLOGY ATTITUDE TECHNO-GAMERS 7.1 x TECH INTEREST TRENDING TECH BRAND ONEPLUS 13.5 x TECH-SPLORERS 6.5 x Computer Hardware INTERACTION CHANGE +653%
- 20. GENERATION Z NERDS: ENTERTAINMENT GETTHE FULL PROFILE ATTITUDE TV CONTENT TYPE FAMILY ORIENTED SHOW MOVIE GENRES HORROR MOVIES TRENDING TV SHOW 5.04x 4.8x INTERACTION CHANGE (6 mo) +842%MOVIES LOVERS 1.8x
- 21. CONSUMER INSIGHTS SUITE Discover LEGO’sTarget Consumer TRY NOW FOR FREE > on Cubeyou Consumer Insights Suite