In 1974, LEGO did something that would shape its brand for decades. Inside each box, nestled among the colourful bricks, was the following note to parents—one that, if my recent LinkedIn post is any indicator, still resonates today. And there’s a lot brands can learn from it.
The urge to create is equally strong in all children. Boys and girls.
It’s imagination that counts. Not skill. You build whatever comes into your head, the way you want it. A bed or a truck. A dolls [sic] house or a spaceship.
A lot of boys like dolls houses. They’re more human than spaceships.
A lot of girls prefer spaceships. They’re more exciting than dolls houses.
The most important thing is to put the right material in their hands and let them create whatever appeals to them.
Instead of pushing the product, LEGO sold imagination. Rather than tell parents how to use the toy, LEGO encouraged them to let their kids create. The message was clear: LEGO wasn’t just selling bricks; they were selling creativity. It wasn’t about product use; it was about connecting with parents on a deeper level, aligning with their values.
Nearly 50 years on, brands are still struggling to make these kinds of human connections.
And yet, LEGO nailed these three core ideas from the start –
1. Understanding the Audience
LEGO’s genius in 1974 was recognising that their real audience wasn’t kids—it was parents. While other brands were marketing directly to children, LEGO knew the decision-makers were the parents. The letter addressed their concerns: fostering creativity, independence, and growth.
By focusing on what mattered to parents, LEGO wasn’t just selling a toy. They were selling a developmental tool.
Too many brands today focus solely on the product and miss out on emotional connection. LEGO wasn’t about convincing a parent to buy – it was about offering a solution that aligned with their values.
2. Creating an Emotional Connection
LEGO’s letter struck a chord by connecting with parents’ core values: creativity, independence, and play. These weren’t just buzzwords, they were universal truths.
LEGO’s success came from tapping into this emotional connection. While many brands focus too much on the product, LEGO positioned itself as an ally to parents, helping raise independent, creative kids. It wasn’t just about selling a toy—it was about joining parents in their journey.
For modern brands, the lesson is simple: to engage your audience, connect with them emotionally. It’s about more than just selling – it’s about building lasting relationships.
3. The Power of Simplicity
Another key to LEGO’s success was its simplicity. No flashy jargon, no technical talk—just a direct, clear message. In a world of complex ads and endless buzzwords, LEGO showed us that simplicity works.
This short note captured the core idea: let kids’ creativity run wild. It wasn’t about selling a toy – it was about inspiring parents to let their children explore.
Many brands today overcomplicate their messaging. LEGO’s brilliance was in keeping it simple. The message was memorable because it was clear, focused, and effective.
The Legacy of LEGO’s Marketing
Fast-forward to today and LEGO is still one of the world’s most beloved brands. From films to games to global brand collaborations, LEGO has continued to build on the foundation laid back in 1974. LEGO’s core principles—creativity, independence, and imagination—haven’t changed.
But their success isn’t a fluke. It’s the result of them understanding their audience, building emotional connections, and keeping messaging simple. And this is how, all these years later, they’re still able to build strong relationships, earn trust, and cultivate loyalty with customers.
