Proud to be broken

Lego is coming to a cinema near you.

Lego is coming to a cinema near you.

With two boys under 6 there is no way you can escape Legomania! We have been bricked up ever since my oldest could hold a shovel – it’s a brilliant toy for training fine motor skills and as a mum, I personally prefer playing Lego with them than endless car chases or the usual boisterous fighting games.

I played Lego as a child (the East German version with limited colours :-)) and remember the magic of unpacking a set of the Western counterpart that was more than just a heap of bricks ready to be transformed into something. There were little men and bits that made a motorbike or a fire engine. I don’t think I had many Lego man but we did find my husband’s childhood collection in the loft and there were quite a few space men with helmets and rocket packs, awesome. Sadly, quite a few of the helmets were broken at the chin strap, promptly rejected by perfectionist dear son.

So, when walking through town centre and seeing the large version of the cinema poster for the Lego movie, I was double impressed by the brand and its attitude to super heroes, not shying away from self-deprecation and mixing grown up humour with childlike excitement and naivety…

Whats that tear in the helmet? Tradition! A  convincingly human brand attribute...

Whats that tear in the helmet? Tradition! A convincingly human brand attribute…

The rocket man in the post has the renowned broken helmet! Well done Lego! It’s a display of confidence as much as known brand loyalty when a product brand can actually celebrate its flaws from the past – a true translation of human traits and values.

Just clever. The magic continues…

 

 

About Regine Wilber

Brand strategist and designer with a passion for all things surrounding brand creation, design and management - and social media..
Image | This entry was posted in Brand Loyalty, Brand Strategy, Branding, Nostalgia. Bookmark the permalink.

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