Growth Strategy for Lego

PROJECT:  Parsons The New School for Design, 2015

GOAL: Create a Strategy for 5-10 Year Growth     

OUR METHODOLOGY: Organizational Research, Business Model Canvas, Competitive Audit, SWOT Analysis,
Personas Development, Insights Development, Strategy Development

FINAL OUTCOME: Strategy for Customized 3D Printed Kits

The Future of Customization

Lego unsuccessfully launched DesignByMe in 2005. It closed down due to low quality standards, costs, and for being too complicated for younger users

Study shows that 25% to 30% of online shoppers are interested in customization. Customers who have customized a product online engage more with the company’s website and are more loyal to the brand (Bain).

“Mass Individualism” is a major marketing trend and consumers expect it in their brand interactions (Landor Associates)