In China, LEGO is popular amongst boys but not girls. We spoke to parents and kids across China and the answer lies in the building process. For girls, what’s fun about a toy is that it could ignite their future possibilities such as playing house or being a policewoman.
Storytelling, role-playing and craft give them opportunities to express themselves. FRIENDS series was designed for kids who are more drawn to the outcome possibility of storytelling than the fun-building process. Mostly preferred by girls.
Our challenge was to breakthrough through LEGO is not fun for girls’ perception, and leap forward to trigger excitement for them to bring the FRIENDS home, and also to create shareable moments in social to reach more moms and daughters. This campaign was a key turning point for LEGO in winning in China and its growth momentum depends on a strong and successful launch.
