Internet was challenge at first, but now an opportunity: LEGO

27.08.2012
LEGO may be an analogue toy, but that does not mean that there is no space for it in an increasing digital world.

LEGO A/NZ managing director, Glenn Abell, provided the insight during the Australian Direct Marketing Association (ADMA) Forum in Sydney, where he said that the company started dabbling in with the Internet soon as it came online

"Along with a lot of companies, we found that if you are not in that space, then you will have trouble keeping up with the relevance of what is happening out there," he said.

Abell claimed in the last few years, LEGO has in fact accelerated its presence in the digital space, not only with its own website but with other digital avenues such as video game partnerships.

"We have also launched a social media platform called ReBrick, which is our play on social media targeting LEGO fans," he said.

"It's basically a hub for people to do anything from uploading their LEGO models to showing videos, as well as sharing commentary about LEGO and what their thoughts are on various subjects."