Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages
How LEGO Rebuilt Its Funnel Around Adult Fans
In this episode of The Marketing Funnel Podcast, Lucas and Luna explore LEGO's strategic pivot to adult fans. After a near-bankruptcy in 2003, LEGO transformed its marketing funnel by targeting AFOLs (Adult Fans of LEGO) with sets like the Millennium Falcon and the LEGO Ideas platform. We drill into the specifics: how LEGO shifted from a children's toy company to a community-driven brand, using crowdsourcing, exclusive sets, and the LEGO Insiders program to deepen engagement. We discuss the psychology of 'kidults' — adults who spend on nostalgia and creative play — and how…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.