Background
LEGO is the biggest toy manufacturer in the world. The target segment that they most struggle with are adults fans.
The Ask
To create a premier subscription service for boundless, imaginative building experiences. Concurrently increase revenue stream while widening target reach.
The Challenge
Adults do not engage in play as much because of a multitude of factors: time, responsibilities, or they simply have other means of entertainment.
The other means of entertainment is an interesting piece here. The way that adults spend their free time has been constantly changing throughout history. More and more, adults start to engage in more leisure activities previously thought to be for children. More adults are binging television shows, playing video games, and many more hobbies that do not conventionally indicate "adult".
An insight here is that there is some form of emotional response that still inhibits adults from recognizing that playing with LEGO or other toys can be an activity for them.
The Strategy
LEGO is more than a toy brand. It is a companion that transcends childhood.
The Idea
Using
