Lego Group
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Apparently Lego has had a brilliant year and has announced increased profits – http://tinyurl.com/ygbzx4b

It is to me no surprise that consumers fall back on household staples in times of hardship and Lego is a brand at the top of the list when it comes to toys which mums are happy to buy for their children. When things are tough we go back to safety and security (our own childhood’s) and products that we recognise and feel happy with form an important role in bringing some normality to our lives. This is no different for children as parents attempt to find things they are certain their kids will enjoy and which will provide more than instant gratification. Lego falls comfortably into this category.

The great Lego brick has been with us for many years and we all have memories of building houses for our other toys to live in or ramparts to protect our small armies from attack or whatever. I used to build a house for my sister’s Sindy and a porch for my collection of Corgi cars!!!

Lego is a king amongst household staples alongside the likes of marbles; The thing about staples is that every home with a child will have one and this is because the play has been established, parents recognise the value and will join in with children to establish them in the home, just as they had done a generation before.

In marketing to children, many brands and products are based on household staples and when developing new ranges manufacturers and marketers should bare this in mind and take a look at whether they can appeal to the “staple” in delivering their brands.

Lego has this in spades and will here for many many more generations to come.

Hoorah to that!

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