New: An "internal marketing" oriented box and a LEGO Store

If you want to know everything about the marketing concept set up by LEGO around its brand, I advise you to carefully read the pages of the instruction file for the set above.

In view of its content, it seems intended for the training of the manufacturer's employees as well as for the standardization of the discourse of the various marketing partners around the LEGO brand.

Throughout the pages, the population of AFOLs [Adult Fans of LEGO] is even explicitly mentioned there as a "secondary" target of the brand after children and their parents (p.16). Thanks for them...

At the turn of a graph (p.24) presenting the commercial context in which LEGO indicates to evolve, we find the main competitors of the brand on the market of toys and products combining physical and virtual activity (Hasbro, Playmobil, Activision) , some of its current partners (Mojang, Disney) and some references in their respective sectors of activity which are cited as examples (Apple, Youtube). LEGO wants to show that the brand plays in the big leagues.

Nothing new however in this document which uses and abuses all the existing marketing terms and concepts whose instructions are to be downloaded (quickly, before I am asked to withdraw them) at this address or by clicking on the image above.

It is above all a marketing "education" manual accompanied by a few pieces that will be very useful at LEGO to structure its development in all directions while trying to keep its brand and image consistency.

Below is what appears to be the replacement for the 3300003 LEGO Brand Retail Store set, offered since 2012 with the launch of new official stores for the brand.

This new version of the LEGO Store (Reference 40145) offers a rather detailed interior with several shelves on which we find sets, a Pick-aBrick wall, a cashier, etc ...

If you do not want to wait until the next opening of a LEGO Store near you to receive this box, the instructions in PDF format to assemble this LEGO store are to download at this address or by clicking on the image below.