Building blocks: Lego joins the digital age

To get started, users browse a map and choose an open plot on which they want to build. Once they have selected a plot, they are given 1,000 virtual bricks to use in any way they wish.

This is a great way for Lego to reach today’s younger consumers. As children born between 1994 and 2002 are accustomed to playing games on the internet, they may not be aware of more traditional games and toys. By enabling children to play with their products online, Lego could see an increase in sales of the physical product.

To learn more about young consumers, read LS:N Global’s Generation D tribe.