By Chanel C.

By Chanel C[pic 1]

        Lego Cube (Lego ᶾ) is the ultimate experience Lego could offer its target consumers and customers. We define on our project target consumers of Lego as kids from 3 to 12 years old and target customers as parents who want to have a peaceful moment, family and those adults looking for a kid´s gift. The Lego ᶾ experience was born to satisfy the customer’s need of checking out the consumer´s reaction while interacting with the product. This “try to trust” strategy gives the customer the certainty that the product will definitely satisfy the consumer. During our research we also detected that Lego shops were located, and therefore known, only on specific areas of cities and by its inhabitants.

        What is the Lego ᶾ experience? This experience consists of a cube (size 5m * 5m * 3m) made out of Plexiglas, in order for the inside of the cube to be seen from the outside, in which a perfect environment for kids to play has been designed. The cube is built following the Lego concept of modular structures (1m * 3m panels) that guarantee the flexibility and adaptability of the Legoᶾ to different locations. The entrance for kids to take part in this enriching experience and by which they can learn through gamification, is free of charge. The products of Lego are exposed on the shelves that take the last meter of the 3m tall Plexiglas walls. This products are seen both from the inside by the consumer (who is at the same time playing with them in the playing areas) and by the customer who is watching his/her kids from the outside of the cube. The Legoᶾ experience is on constant tour, visiting public garden frequented by Lego´s target consumers and customers, as well as Malls and Airports. In all three of this scenarios we have two types of customers: those that come along with their kids and those who are only looking for a gift to buy.

The first type of customer, the consumer (child) drags the customer (parents) to the Legoᶾ attracted by the colors and other kids playing inside. The parents, watching the kid enjoy and the high chances of having the kid asking for a Lego toy after the experience, will push our potential customers to buy, is a moment when he/she realized how calm his/her child can be while playing with Lego.

Regarding the second type, the customers are attracted to the Lego ᶾ by its appearance. The kids enjoying their Lego toys inside of the cube will push the customer to think “that kid is just like mine, a Lego toy will be a wonderful gift” and could push the potential customer to buy. The process is quite simple:

1. The child access the entrance to the Lego ᶾ where he/she will find a small built-from Lego front desk. Behind this desk, a saleswoman with knowledge on child care will register the access of the kid.
2. Once the access is granted, the child will be received by a second person, in this case a teacher with proven experience in active teaching. The teacher will lead the child to the Lego toys that match his/her age.
3. The parents can check how their kids are enjoying the game from the outside and upon picking up the kids at the door, parents may buy any of the available Lego´s exposed on the shelves.    

The benefits for our main stake holders are visible straight away:

1. Customer

1. Enjoy peaceful time while kids are busy in the Legoᶾ
2. Purchasing Lego toys to reward their kids or cover their absence due to travel. Show their kids how much they love and remember them.
3. Get the chance to have their kid play and “test” the toy before buying it.

1. Consumer

1. Enjoy a happy moment
2. Avoid getting bored while waiting at malls and airports

1. Government

1. Benefit from social activity perception by offering a new playing experience in public places.

1. Mall

1. Benefit from the sales Lego will get through Lego ᶾ
2. Benefit from parents that may take their kids to Legoᶾ and use that “freedom” to make some shopping

1. Airport

1. Benefit from an entertainment activity seen as an “extra” for travelers
2. New opportunity for rental sale space

The benefits for Lego by running this Legoᶾ experience are:

1. Get to consumers and customers out of the areas of influence of their shops.
2. The fact that the Legoᶾ experience keeps moving from place to place, it creates expectation and helps increase the brand´s footprint.
3. Lego has a new sales channel that camouflaged by the “playing activity” offered free to kids, is perceived by the potential customers as an entertainment and not only as a selling point.
4. Lego has the chance of introducing prototypes in this cube and the expert teacher may proceed with professional insights of how kids react to the new products. Lego has a “testing field” that is reliable and moreover, not perceived by the customer as such.
5. The investment on Legoᶾ is quite affordable, with an estimated cost per unit of 32.000 USD + the salaries of one salesperson and the teacher that will guide the kids on one hand and will give feedback to Lego´s MK department on the other. This will shed some light on the sale expectations and evolution over certain products. (qualitative + quantitative information )
6. The experience on each new location, may support future shop openings and presence on new cities and countries with low investment risk.

In Channel C group, we are convinced that Legoᶾ will provide an iconic and new experience for Lego customers and consumers at the time it will engage potential new customers and consumers. The Legoᶾ experience is a fantastic way to explore and enter new potential markets as Latin American ones. From our own point of view over our countries of origin (Colombia and Peru) we are convinced of Lego´s market success through Legoᶾ.

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