Welcome to Day 8 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze LEGO!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear LEGO?
Blocks: 43.0%, Creative: 16.2%, Play: 10.7%, blocks: 6.1%, Playful: 5.9%, Creativity: 3.6%, Bricks: 3.1%
How would you describe the "typical" customer of LEGO?
Themes: parents (730), hobbyists (728), collectors (669)
Sample Responses:
'Parents and kids who enjoy hands-on, imaginative play — plus adult collectors who value detailed, display-worthy sets.'
'Kids, parents, and adult fans who like building things — families that want durable, creative toys and collectors who enjoy display-worthy sets.'
'Mostly kids and families, but also adult hobbyists and people who like hands-on, creative projects.'
If you could rename LEGO to describe what it actually is, what would you call it?
Top Themes: brickworks (203), creative (199), creativeblocks (142), bricks (134), blocks (123)
Describe LEGO in exactly three words.
Durable: 29.4%, Creative: 26.0%, Timeless: 7.5%
If you could fire the CEO of LEGO, would you? (Yes/No)
No: 100.0%
If you met the CEO of LEGO, what is the first question you would ask them?
'How are you balancing sustainability, affordability, and safety in your product decisions?'
'How are you working to make sets more affordable for families on tight budgets?'
'How are you making sets more affordable for students and lower-income families?'
What is the maximum price (in dollars) you would pay for LEGO before walking away?
The average maximum price: $85.01.
How long do you expect a LEGO product to last?
Average Score: 13.85 years
If you could change one thing about the product, what would it be?
'Better built-in storage/organization and fewer tiny pieces for toddler-safe play.'
'Offer more affordable small sets and include bilingual (English/Spanish) instructions.'
'Lower the price or offer more affordable small sets so people on tight budgets can still buy them.'
What is the one thing we could add to this product that would make it worth double the current price to you?
'A guided STEM curriculum and lifetime replacement guarantee using sustainable materials.'
'An AR-enabled building app plus a lifetime parts replacement program and exclusive educational content.'
'Include smart, app-connected pieces (motors/sensors) and a robust guided-building app so the set feels like a complete, modern experience.'
Who is the biggest threat to LEGO?
'Digital gaming platforms and low-cost knock-offs'
'Cheap knockoffs and digital games that keep kids' attention away from physical play.'
'Cheap knockoffs like Mega Bloks and digital entertainment that keep kids indoors.'
What is the best alternative to LEGO?
'Mega Bloks'
Why haven’t you switched to a competitor yet?
'Because Lego offers consistent quality, compatibility with existing sets, and my kids prefer it — switching feels unnecessary.'
'Because Lego's quality and design feel more reliable and familiar, and I trust the brand more than cheap alternatives.'
"I haven't switched because LEGO parts are high quality, compatible with what I already own, and there's a nostalgia factor."
What would LEGO have to do to lose your business forever?
"Sell unsafe products or hide safety issues, repeatedly ignore recalls, or show blatant disregard for customers' concerns."
'If they sold unsafe products, ignored recalls, or acted in a way that was openly discriminatory or exploitative, I'd stop buying forever.'
"They'd have to make low-quality, fragile bricks, stop caring about sustainability, or price themselves completely out of reach."
On a scale of 0-10, how much do you trust LEGO?
Average Score: 7.2
Distribution: Score 6: 11.4%, Score 7: 62.1%, Score 8: 26.5%
Do you think LEGO’s best days are ahead of it or behind it?
Ahead: 100.0%
If LEGO went out of business tomorrow, would you care? (Yes/No)
Yes: 66.1%
No: 33.9%
Does LEGO actually care about its customers? (Yes/No)
Yes: 97.4%
No: 2.6%
Do you know the name of LEGO’s CEO? (Yes/No)
No: 99.7%
Yes: 0.3%
Does the CEO’s public behavior make you less likely to buy from LEGO? (Yes/No)
No: 99.6%
Yes: 0.4%
Do you think the leadership at LEGO is competent? (Yes/No)
Yes: 99.6%
No: 0.4%
Is the leadership of LEGO a liability to the company? (Yes/No)
No: 99.7%
Yes: 0.3%
Do you think the CEO uses their own product? (Yes/No)
No: 59.5%
Yes: 40.5%
Do the executives at LEGO seem out of touch with reality? (Yes/No)
No: 97.2%
Yes: 2.8%
Would you buy LEGO if it weren't on sale? (Yes/No)
Yes: 75.6%
No: 24.4%
Is LEGO worth the money? (Yes/No)
Yes: 92.6%
No: 7.4%
If LEGO raised its prices by 10%, would you still buy it? (Yes/No)
No: 50.5%
Yes: 49.5%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Average Score: 2.76
Distribution: Score 2: 53.3%, Score 3: 17.8%, Score 4: 28.3%, Score 5: 0.6%
Has the quality of LEGO declined recently? (Yes/No)
No: 100.0%
Is LEGO too "woke"? (Yes/No)
No: 100.0%
Is LEGO too conservative? (Yes/No)
No: 100.0%
Are you loyal to LEGO because you like it, or because you’re stuck?
Like it: 97.7%
Not loyal: 2.2%
Stuck: 0.1%
Do you think LEGO will exist in 10 years? (Yes/No)
Yes: 100.0%
How likely are you to purchase from LEGO in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 3.16
Distribution: Score 1: 0.8%, Score 2: 20.2%, Score 3: 41.2%, Score 4: 37.6%, Score 5: 0.1%
See you tomorrow for Day 9!