Look! LEGO, everywhere ...

2014 will undoubtedly be a busy year for LEGO.

The announcements follow one another at a frantic pace and in all areas: Toys, books, film, documentaries, TV series, video games and obviously new, diverse and varied ranges.

All the big sites dealing with media or cinema news are daily showered with press releases praising the next productions of the manufacturer or its partners.

LEGO occupies the field in a very aggressive way and does not miss an opportunity to make talk about its products wherever the public is present: social networks, TV, specialized press, etc ...

No wonder that a brand recently climbed to the second step of the toy manufacturers' podium globally communicates all the way, it's even rather normal.

But I sometimes wonder, perhaps wrongly, if the general public, the one who consumes LEGO products on an occasional basis, will not end up getting tired of the omnipresence of the brand on all media.

Let me explain: Difficult today to avoid the red and yellow logo, it is everywhere. Even high-tech blogs are starting to produce more and more content around the brand by invoking the geek side of the product, for their part, comic book fans are currently constantly subject to the brand's penetration into their universe via for example the LEGO Marvel Super Heroes video game, the Variant covers  of comics adapted to the minifig sauce or the ranges devoted to the universe of super heroes.

The paper press is not left out: Women's magazines talk about the Friends range, the financial press comments on the brand's very good results, video game magazines go there with their previews on the next games (Chima, Minifigure MMO , Marvel Super Heroes, ...), the male press regularly publishes articles on the "craziness" of LEGO, etc ...

LEGO is everywhere, via the media, its fans, its partners and its merchandise. Everything is planned to cover exhaustively all the communication media available with the aim of selling more and more products whose profitability is well established.  

The manufacturer's production capacities have been regularly revised upwards to meet or anticipate growing demand. LEGO has understood that the toy sector, even if it is flourishing and that new markets opening up to mass consumption are to be conquered, remains a sector where seasonality and fashion effects rule the day. The release of three video games on different themes in the space of a few months or the multiplication of licensing agreements with ultra-popular franchises are indicative elements of the desire not to suffer the acceleration observed in recent years in terms of solicitation of young audiences by brands on all media.

Will 2014 be a great year for LEGO or on the contrary that of overdose? The future will tell, and no one can reliably predict how consumers will react. What works today may not work tomorrow or on the contrary succeed in crossing time and forging a legend.  

LEGO has certainly learned from its mistakes, its results prove it, and deserves its status as a "legend" of the toy, but no one is immune to suffering a sudden disaffection from a public too often taken for granted.

Obviously, for unconditional fans of the brand's products that we are, there will be no overdose. Everything that is ahead only amplifies our excitement for the next products that we will hasten to acquire with the same renewed pleasure. 

And you what do you think ? Can the omnipresence of LEGO in many areas have a negative effect on the average consumer in the medium term?

I'll leave you, I'll go back for a walk in the streets of Los Santos, it will change my mind ...