Lego is our top most searched for collection this month, and it’s no surprise to see this legendary brand at the top spot. In fact, LEGO is usually one of our most popular searches, no matter the time of year. But it’s not just our stores that find it popular. In 2020, LEGO was the leading toy manufacturer worldwide (according to this blog on Lego statistics by Lightailing), and has been named “Toy of the Century” TWICE because of its sustained popularity since its start.
And yet, while LEGO has been redeveloped over their 60+ years of production, the foundation of the traditional LEGO brick remains the same (so much so that their original LEGO blocks from 1958 can be used with pieces today!) So what makes them so popular? Did they just get it right on the first go?
- Quality Pieces
The first reason why LEGO is considered so popular is their durable and quality products. According to the official LEGO website, which you can access by clicking here, the name ‘LEGO’ comes from the Danish translation of “play well”, “leg godt”, which they keep at the heart of their company and have made them renowned for their dedication to high-quality products. Not only are LEGOs durable, being able to be assembled, disassembled, and reassembled over and over without compromising their structural integrity, but they also are renowned for their meticulous attention to detail which enables such elaborate creations.
- Inclusive Products
LEGO has made itself a brand for everyone, tailoring collections to be inclusive to different interests, abilities, and ages. Their focus right now is to continue improving representation in their products, including diversifying gender, ethnic, and LGBTQIA+ communities, as well as people with disabilities.
LEGO can also be used independently or in group settings, making it a diverse toy fit for any circumstance. Its consistent foundational design also brings a sense of nostalgia to older customers, making it enjoyable for every participant.
- Fosters Creativity
LEGO’s creations aren’t limited to the designs they produce. Because all pieces are able to be used together, no matter the box they came in, there are infinite possibilities people can try to create. All you need is an imagination.
This point reinforces LEGO’s popularity throughout all ages because everyone has access to imagination. And, it seems, the older you get, the better your lego creations can become. Just check out this blog to see some incredible adult LEGO creations!
- Adaptability to Trends
The biggest reason why LEGO remains popular today is their incorporation of pop culture. From Star Wars and Marvel to Disney and LEGO Friends, LEGO is able to keep growing their popularity by tapping into other loyal fandoms. This creates an influx of new fans from every age group and allows them to keep living in their favourite worlds.
Similarly, LEGO has re-adapted trends to stay relevant. Broadening their reach to include LEGO-based TV shows, such as LEGO Friends, and movies, like The LEGO Movie. LEGO has even been used as art and in museum exhibits, taking up practically all forms of entertainment! Even LEGO stop motions have become popular for all age groups to create. This allows people to live in the LEGO world beyond the LEGO brick creations and caters to many different interests to increase their reach.
Click here to view LEGO Star Wars products.
Click here to view LEGO Marvel products.
Click here to view LEGO Friends products.
Click here to view LEGO Disney products.
- Is Screen-Free
This might not be an exact reason why LEGO is popular globally, but from a parent perspective, it definitely feels like a convincing argument. Having a truly engaging activity that isn’t on a device seems to be more of a rarity these days, but LEGO seems to be able to hold engagement just as well as a screen can.
LEGO also has many benefits to early development, including fostering patience and the understanding of delayed gratification. Read our blog on the benefits of LEGO by clicking here!
Whether LEGO got its popularity from its durability, consistency, or creative opportunities, it’s safe to say it will forever be an important part of many of our lives, and we wouldn’t be surprised if it stays on our top searched for collections list for quite a while.
Do you have a favourite LEGO creation? Share it with us on our socials by clicking here!