LEGO.com
LEGO.com is the official website of the LEGO Group. The aim
of LEGO.com is to enhance and deepen the product experience
through storytelling, creative experiences, social and
community features and showcase the creativity of LEGO
fans of all ages. LEGO.com is more than just an online shop. It
is a place where children, parents and LEGO fans of all ages
can play and learn about the LEGO Group’s values and ideas
through games, stories and activities. LEGO.com is available
in 21 markets and globally over 18 million people visit the site
every month, the majority returning every day – making it one
of the most engaging family sites on the internet.
LEGO® Club
LEGO® Club builds personal and on-going relationships with
LEGO fans aged 4-13 years old directly via print magazine,
digital content and direct mail/e-mail. LEGO Club engages
with these loyal fans by offering content suitable to their ages,
likes and dislikes so that Club members feel recognised and
rewarded.
LEGO Club currently has 5 million registered members
across 18 global markets.
Adult LEGO User Communities
A growing number of adult LEGO enthusiasts have been
setting up “LUGs” (“LEGO User Groups”) in which to share
their LEGO hobby. They call themselves “AFOLs” (“Adult Fans
of LEGO”). The LEGO Group has actively developed relations
with approx. 220 “LUGs” with a total of 320,000 registered
members. The groups have their own websites, blogs and
discussion forums, and many organise face-to-face meetings
on a regular basis. The most popular LEGO fan blogs have
more than 300,000 unique visitors each month.
Collaboration with LEGO User Communities
The LEGO Group works closely with adult LEGO users across
the globe. Collaboration extends to activities such as events,
public exhibitions and review of new LEGO products. Collaboration
also includes giving AFOLs opportunities to get directly
involved in product development, as was the case with e.g.
LEGO Architecture and LEGO® MINDSTORMS® EV3, and to
suggest new LEGO products on the LEGO Ideas crowdsourcing
platform. In 2014, four LEGO Ideas products were
launched based on user-developed projects uploaded to the
LEGO Ideas website.
The “LEGO Ambassador programme”, which was first introduced
in 2005, became the LEGO Ambassador Network
(LAN) in 2014 and got its own website. The LAN consists of
representatives from currently 220 Recognised LEGO User
Groups worldwide. The purpose of this programme is to expand
mutually useful relations between the LEGO Group and
its loyal, talented and committed adult users.