Friday, January 31, 2014

LEGO Movie: Instant Brand Recognition

Everybody knows LEGO, right? The plastic bricks are ubiquitous, and have high brand recognition by parents, children, and geeks who replicate famous landmarks in LEGOs.

LEGO is seemingly everywhere. Millions of visitors go to LEGOLand theme parks every year. In major malls, consumers can visit LEGOLand Discovery Centers (big retail stores) to meet Master Model Builders, gawk at the latest fantastic creations, and buy LEGO products.

Despite some serious financial difficulties in 2004, LEGO is stronger than ever, thanks in large part to its ties with brand franchises like Star Wars, Harry Potter, and Indiana Jones. Another key ingredient is innovation. Even during the recession, parents bought LEGOs.

These days, nearly 5 million people are members of the official LEGO club, receiving magazines, notices of new products, and more. Although LEGO has traditionally targeted boys, it is now targeting girls with LEGOs Friends.

On February 7, LEGO's first-ever Hollywood movie will be released. You can see the animated movie's official trailer here, right on the LEGO website. LEGO had to be persuaded to jump on the movie bandwagon, but it will not only put its marketing might behind the movie, it will also share in the profits.

The new movie has lots of promotional initiatives supporting it, including a Google Chrome release of a virtual brick-building activity co-branded with LEGO. Visit the movie's Facebook page (334,000 likes) and see posts leading up to the premiere.

With the instant brand recognition of LEGO, and a cast of vocal talents like Will Ferrell, Morgan Freeman, Elizabeth Banks, and Will Arnett, the movie is very likely to enjoy a big opening weekend and a solid run in theaters.

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