LEGO is changing. “Gifting for children is as popular as ever, but we are increasingly expanding and targeting self-gifting for…
LEGO is changing. “Gifting for children is as popular as ever, but we are increasingly expanding and targeting self-gifting for adult travellers – for example the Bonsai Tree from the LEGO Botanical Collection has 878 pieces and is clearly 18+ labelled – there’s really nothing ‘small’ about it” quips Sebastian Alt, Senior Manager Expansion & Training.
Part of the LEGO Botanical Collection for adults, the LEGO Bonsai Tree model indeed has clear grown-up targeting, with product descriptions suggesting it as “a pretty display piece to take pride of place in any home or office.”
Other important market forces-driven changes in the product include includes leaf elements made from a plant-based plastic, produced using sustainably sourced sugarcane.
“LEGO is also getting away from being a mere presence in the tax-free toy category to a full brand-experience, this means we are considerably enhancing our expansion focus on the opening of dedicated stand-alone LEGO stores on airports, cruise ships etc” – Alt estimates that there are over 50 such stores at present.
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