LEGO SET CHALLENGE

To address the issue of how Lego can adapt to the surging digital era and to understand the trends and patten of the distribution of sets over time.

Key questions:

Which is the best performing sets?

Which of the sets are most distributed?

What is the total number of sets as well as the minifigs?

What are the most distributed pieces over time?

How does the set names and themes look like?

Recommendation:

1. Create the next Lego campaign and initiate Lego free gaming.

Transferring into the digital age via mobile gaming, I recommend Lego creating a free to play mobile game that allows creativity while still retaining profit margin.

Challenges of the digital age:

a. physical toys are down trending for the current generation kids.

b. Digital games allows creativity to be expressed infinitely without being tied to physical blocks.

c. Digital games market is becoming highly saturated and competitive.

d. Digital games can be brought anywhere, while Lego has mobility issue.

Meeting the demands for mobility:

(i) Creating a game that has Lego brand recognition and sense of building can help introduce more kids to the brand.

(ii) Mobile games implements creativity on the go, also allows the creative department to implement new ideas without high overhead costs.

(iii) Free to play model keeps initial price low for consumers while still enabling profits from game purchases such as character models.

Initiate Lego rentals and cross sell items.

A world building games with buyable characters and block types would allow average player the chance to enjoy the Lego brand , while profiting from loyal player base.

Dataset from @Maven Analytics.