Lessons From Lego: Brand Partnerships
I’ve just finished building one of my favourite Lego sets ever – the iconic Aston Martin DB5 from the James Bond films, first appearing in Goldfinger. For someone like me, who loves both Lego and Bond, it’s the perfect combo.
Originally, I was just going to do a quick post to show off the build, but as I started writing, I realised there are valuable lessons from Lego on brand partnerships – their approach is a masterclass in strategy.
Not too long ago, Lego was on the decline. But now, they’re firmly back at the top of the toy world – and interestingly, you don’t often see Lego ads on TV. Their resurgence has been built largely through partnerships with major franchises. Walk into any toy store and you’ll see shelves filled with co-branded sets: Star Wars, Harry Potter, Frozen, Marvel, Batman – the list goes on.
But it’s not just about making cool sets. Lego has been incredibly smart in how they’ve positioned themselves both for today’s market and for the long haul.
On one side, they produce premium, nostalgia-driven sets aimed at adults like me – those of us who grew up with Lego and now look for excuses to revisit that joy. But here’s where the brand partnerships come in: no matter how clever a standard Lego set is, I’m probably not displaying it in my office or living room (much to the dismay of my partner, Kelly). But combine Lego with a personal passion, like James Bond, and suddenly I’m all in.
In tapping into the adult market, they’ve also secured the next generation. Because let’s be honest — whether I would have or not, there’s now no chance I’m not buying Lego sets for my kids on every birthday and Christmas (and sometimes just because). Just like my parents did. That’s generational brand loyalty, built brick by brick.
And that’s just scratching the surface. I won’t even get into how they extend this with movies, games and other merchandise – but suffice it to say, Lego knows marketing.
They’ve even done what many brands would be terrified to do – they openly invite customers to guide their next brand partnerships.
Through the Lego Ideas platform, fans can design the sets they want to see. The community votes, and those with enough support move through a series of stages. At the final phase, Lego asks fans how likely they’d be to buy the set, how many they’d purchase and at what price. Every so often, one of these fan-designed sets is selected and officially produced. One notable example – The Beatles’ Yellow Submarine – made it all the way to production (and yes, I own that one too 😄).
This isn’t just crowdsourcing – it’s genius. They’ve essentially perfected their pitch for acquiring new partners. While many brands are no doubt lining up to work with Lego already, this model lets them approach potential partners with a ready-made, proven concept and a waiting fanbase. It’s partnership gold.
So, what are the key lessons from LEgo on brand partnerships that we take away from all this?
Lego truly understands its audience. They’re experts at expressing their brand values in ways we buy into. Even with such a wide variety of brand partnerships, their product line still feels cohesive (pun slightly intended).
If you’re thinking about brand partnerships in your own business, remember this: don’t compromise your brand values. The right partnerships should strengthen them.
Lego tested the waters with collaborations, saw success and doubled down. Not every attempt was a hit, I’m sure – but that’s part of the process. You can do the same. Start small, learn what works, then scale it up.
And finally, when you’re scouting for new partners, don’t just focus on who’s already talking to your audience. Think about what your audience truly wants – even if they don’t know it yet. The best partnerships don’t just increase visibility; they enhance your product or service. That’s where the real magic lies.
P.S. If you’ve made it this far and had a nagging thought in the back of your mind – yes, the car has the machine guns behind the headlights, the revolving number plates, the pop-up screen AND a fully functional ejector seat. It’s so cool that I had to include a photo.
Written by Dave Plunkett, Founder of Collaboration Junkie
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