Most companies study consumers to figure out how they make decisions, in order to hijack the decision-making process and sell more products. But Lego does not simply wish to understand why kids play. The company has a different approach to its research, one that is far more ambitious. It aims to understand children’s cultures, the interplay between kids and their parents, and the social dynamics that shape people’s aspirations. The company’s sustained efforts toward achieving a deeper comprehension into consumer behavior give it a unique perspective on what’s important to kids and how to construct meaningful experiences for them. Lego’s focus and sense of direction are unparalleled in the toy industry.
It also helps account for a crucial aspect of Lego’s success. To a degree, Lego’s bricks can be compared to a smartphone—that rare purchase where both kids and parents feel that they have come out as winners. A mobile phone gives parents a way to reach their kids at any time; and it gives kids independence, with a direct link to their friends, games, social media feeds, and photos. Lego similarly provides satisfaction to both the adult buyers and the child recipients. Parents see their children concentrating, making stuff, and learning—without the intermediation of a screen. Kids get to make stuff, play with that stuff, tear it down, build it up, master a new skill, and negotiate a new world. There’s a lot of value for both parties. That feeling of, “Look what I did!” is a fundamental thrill for us all, long after we’ve grown up.