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LEGO aims to attract adult super fans with its in-store “storytelling table” | Retail industry

Lego You can create a “storytelling table” in the store for adult super fans, hold virtual meetings with set creators, and explore early product designs and prototypes.

Adult brick fans called AFOL (Lego adult fans) in Legospeak Increasingly important demographics Freed from pocket money constraints for Danish toy makers, they spend hundreds of pounds from technical builds such as supercars and space shuttles to kits based on TV shows such as Friends and Stranger Things. ..

New features debut at LEGO’s new flagship store New York, Will open on Thursday. The 666-square-meter (7,175-square-foot) two-story shop on Fifth Avenue also has an interactive ticket attraction called the “Brick Lab” that promises to “bring your physical lego build to life.” Visitor-created models can be scanned and featured in animated spaces and New York-themed adventures.

The storytelling table allows older fans to “get familiar with LEGO design,” said Simone Sweeney, vice president of global retail development at the company. “We saw Aim for Lego for many adultsEspecially during a pandemic. This gives them the opportunity to learn a little more about a particular set or theme, or how it was designed.

Lego has been running stores since the early 90’s, but Sweeney said he is “rethinking” the store to appeal to brick fans of all ages. “Consumers are not necessarily the same person,” she explained. The shop needed to appeal to both “a 6-year-old kid whose birthday is approaching” and an adult with “passion”. Lego..

As a sign that LEGO has dramatically boosted the imagination of both children and adults, the company doubled its online store visits to 2.5 billion in 2020, and that growth continues this year. I made it clear that I am.

Inside the New York store. Photo: Cindiode / Getty Images

However, despite the rapid growth of online sales, LEGO stores continue to play an “important” role as fans “miss personal and tactile interactions” with bricks during the pandemic. Said that he is playing. According to Sweeney, shoppers wanted a new digital experience as well as a “hands-on experience.” The world of online and offline play is becoming more and more clashing.

The design of the New York store took two years to complete. Lego states that the element will be introduced in more than 100 stores in the coming months. The group has 731 stores in 50 countries and plans to have an additional 120 stores this year. According to Sweeney, the UK is one of the most successful toy makers’ markets, with a new store opening in Edinburgh on Thursday, bringing the UK to 18 stores.

This week, Lego is that The first brick made from recycled PET bottlesHope to be included in the set within 2 years. Today, the company produces billions of bricks annually, most of which are made of plastic called ABS.

The prototype 4×2 brick is made from discarded bottles of PET plastic and is the result of three years of experimentation with 250 different materials.

LEGO aims to attract adult super fans with its in-store “storytelling table” | Retail industry

Source link LEGO aims to attract adult super fans with its in-store “storytelling table” | Retail industry

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