Apr 18, 2013
133 notes
Lego Has Become the World’s Largest Toy Brand by Constructing a Highly Lucrative TV and Film Model | Adweek
Essentially, brands have to prove to Lego that they’re worth the time and effort the toy maker must commit, laying out not just a product’s appeal to kids but also its appeal across borders. “It has to have global clout, which is very different from other partners in the industry,” explains Manuel Torres, svp of global toys for Nickelodeon. “[Others] will have a strategy for what they do domestically and another for what they do overseas. For Lego, you have to show that you have interest in Europe, that you have interest in the Americas—and then they’ll pursue a partnership.”

Lego Has Become the World’s Largest Toy Brand by Constructing a Highly Lucrative TV and Film Model | Adweek

Essentially, brands have to prove to Lego that they’re worth the time and effort the toy maker must commit, laying out not just a product’s appeal to kids but also its appeal across borders. “It has to have global clout, which is very different from other partners in the industry,” explains Manuel Torres, svp of global toys for Nickelodeon. “[Others] will have a strategy for what they do domestically and another for what they do overseas. For Lego, you have to show that you have interest in Europe, that you have interest in the Americas—and then they’ll pursue a partnership.”
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    Too Small For Lego?
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    Lego is not just a toy most-loved by kids but it’s also the largest toy company in the whole world.
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