Marketing

LEGO Gives Adults Permission to Play

LEGO fans have been able to enjoy LEGOs virtually for several years through the LEGO Digital Designer, but earlier this week the company took LEGO play a step further by partnering with Google Chrome to introduce Build, which allows users to construct a LEGO creation on a virtual plot of land in Australia and New Zealand.

As you can imagine (or witnessed first hand), the Internet went nuts with people excited to experience this new way to play.

Personally, I don’t get it. I love LEGOs as much as the next guy, but I played around with Build the day it was announced, and honestly, it really lacks the charm of the hands-on creative process.

So what’s the big deal?

Here’s my theory: LEGO was founded in 1932, which means that almost everyone alive has grown up with the toy in come capacity. For many people, the bricks spark memories of childhood, playfulness, and creativity. Therefore, when LEGO produces something that applies to an adult market, it’s well received.

Consider LEGO Architecture. These LEGO print ads. LEGO Serious Play. All designed for adults… and all successful.

Is Build fun? Not really. But that’s not the point. It doesn’t need to be “fun” in order to remind people that they still have an inner child …and let it come out to play.

Have you explored Build? What did you think?

(Photo credit)

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