I was listening to the Motley Fool podcast for last week, and they interviewed Wharton Professor David Robertson, author of Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy Industry.
Lego got y’all to take your kids and pay to watch a commercial.
He talked about the timing of the release of the movie. The producers wanted to release it at Christmas; and Lego management said no. They don’t need help selling Legos at Christmas. They need help selling them in February. So that’s when the movie was released.
That is some powerful brand marketing, right there. It’s all about storytelling.